tag:blogger.com,1999:blog-23532550639456120432024-03-18T05:48:01.674-04:00Think AheadThink Ahead is focused on sharing and discussing the latest developments, trends and observations in marketing today from the Group82 perspective.Alan Mangelsdorfhttp://www.blogger.com/profile/03516739714886182635noreply@blogger.comBlogger15125tag:blogger.com,1999:blog-2353255063945612043.post-19278125195439227382012-06-01T12:22:00.000-04:002012-06-01T12:22:25.223-04:00Job Opening: Design Manager / Interactive and Graphic Designer<!--[if gte mso 9]><xml>
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<span style="font-family: Calibri; font-size: 11.0pt; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">As the Design Director/Manager
you will drive the execution of all visual and interactive content for clients
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in the strategic design discussions that develop the concepts for the required
designs.<o:p></o:p></span></div>
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<span style="font-family: Calibri; font-size: 11.0pt; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Reporting
to the chief creative officer, you will work closely with the Group82 account
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<span style="font-family: Calibri; font-size: 11pt;">________________________________________________________________</span></div>
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<span style="font-family: Calibri; font-size: 11.0pt; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Desire
to grow a small agency business and see the value of your efforts and contribution<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-bottom: 6.0pt;">
<span style="font-family: Calibri; font-size: 11.0pt; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Passion
for design, and digital and social media<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-bottom: 6.0pt;">
<span style="font-family: Calibri; font-size: 11.0pt; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Driven,
Relentless, Optimistic, Resilient, Tenacious<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-bottom: 6.0pt;">
<span style="font-family: Calibri; font-size: 11.0pt; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Comfortable
with gray areas<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-bottom: 6.0pt;">
<span style="font-family: Calibri; font-size: 11.0pt; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Self-starter,
highly motivated<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-bottom: 6.0pt;">
<span style="font-family: Calibri; font-size: 11.0pt; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Independent
yet capable of leading a multi-disciplinary team<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-bottom: 6.0pt;">
<span style="font-family: Calibri; font-size: 11.0pt; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Curious
with a passion for continual learning <o:p></o:p></span></div>
<div class="MsoNormal" style="margin-bottom: 6.0pt;">
<span style="font-family: Calibri; font-size: 11.0pt; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Highly
organized and disciplined<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-bottom: 6.0pt;">
<span style="font-family: Calibri; font-size: 11.0pt; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Smart
and savvy<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-bottom: 6.0pt;">
<span style="font-family: Calibri; font-size: 11.0pt; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">High
degree of integrity<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-bottom: 6.0pt;">
<span style="font-family: Calibri; font-size: 11.0pt; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Strategic
and analytical but practical enough to get things done<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-bottom: 6.0pt;">
<span style="font-family: Calibri; font-size: 11.0pt; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Sense
of humor<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-bottom: 6.0pt;">
<span style="font-family: Calibri; font-size: 11.0pt; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Flexible,
open to new ideas and opposing views<o:p></o:p></span></div>
<span style="font-family: Calibri; font-size: 11.0pt; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "MS 明朝"; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: major-latin;">Professionally confident without arrogance</span><br />
<div class="MsoNormal" style="margin-bottom: 6.0pt; margin-left: 2.0in; margin-right: 0in; margin-top: 0in; text-indent: -2.0in;">
<span style="font-family: Calibri; font-size: 11pt; text-indent: 0px;">________________________________________________________________</span></div>
<div class="MsoNormal" style="margin-bottom: 6.0pt; margin-left: 2.0in; margin-right: 0in; margin-top: 0in; text-indent: -2.0in;">
</div>
<div>
<span style="font-family: Calibri;"><span style="font-size: 15px;"><b>To Apply:</b> </span></span></div>
<div>
<span style="font-family: Calibri;"><span style="font-size: 15px;">Please email a cover letter and your resume to: <a href="mailto:info@group82.com">info@group82.com</a></span></span></div>
<div>
<span style="font-family: Calibri;"><span style="font-size: 15px;"><br /></span></span></div>
<br />
<!--EndFragment--><script src="http://feeds.feedburner.com/group82/sKxX?format=sigpro" type="text/javascript">
</script><noscript>&amp;amp;amp;lt;p&amp;amp;amp;gt;Subscribe to RSS headline updates from: &amp;amp;amp;lt;a href="http://feeds.feedburner.com/group82/sKxX"&amp;amp;amp;gt;&amp;amp;amp;lt;/a&amp;amp;amp;gt;&amp;amp;amp;lt;br/&amp;amp;amp;gt;Powered by FeedBurner&amp;amp;amp;lt;/p&amp;amp;amp;gt; </noscript>Alan Mangelsdorfhttp://www.blogger.com/profile/03516739714886182635noreply@blogger.com189tag:blogger.com,1999:blog-2353255063945612043.post-54152042133547203082012-05-23T16:52:00.000-04:002012-05-23T16:52:51.039-04:00Technology Marketing Lessons from....Uganda??<div class="separator" style="clear: both; text-align: center;">
<a href="http://www.inc.com/uploaded_files/image/feature-89-moses-kizza-musaazi-pop_16029.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="150" src="http://www.inc.com/uploaded_files/image/feature-89-moses-kizza-musaazi-pop_16029.jpg" width="200" /></a></div>
I enjoyed a rare moment to catch up on some reading this morning during a flight to Virginia and was moved by the article "<a href="http://www.inc.com/magazine/201205/leigh-buchanan/uganda-moses-kizza-musaazi-never-stops-innovating.html" target="_blank">The Work is Never Done</a>" in Inc. Magazine's May issue. The article highlights Moses Kizza Musaazi, an inventor and entrepreneur in Uganda, and his use of "appropriate technology." As a crude paraphrase, I might say 'less is more' or 'keep it simple, stupid.' Musaazi's inventions and ideas are simple, show thoughtfulness and are scaled to the local environment, or his market. <div>
<br /></div>
<div>
You should read the article yourself, but what struck me was how stark the contrast is between Musaazi's approach and that of the over-eager technology marketing jargon and buzzwords that far too many firms rely on. If more companies would base their messaging on their markets, their customers and those customer's pain points, the entire practice of marketing would benefit. One of our clients recently bucked this counsel, opting instead for an approach that one analyst described as "hyperbole" and "talking the walk, rather than walking the walk." Not surprisingly, the client's chosen language has failed to gain any noticeable traction in the market. </div>
<div>
<br /></div>
<div>
Read the article. And keep it simple.</div>Alan Mangelsdorfhttp://www.blogger.com/profile/03516739714886182635noreply@blogger.com269tag:blogger.com,1999:blog-2353255063945612043.post-25896814990144496462012-02-09T09:20:00.003-05:002012-02-09T09:22:44.089-05:00Group82 Celebrates Milestone...and How We Got Our Name!<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgrqqgehZgIkw4kqPQI21i-GeNYkGGgQZ2RJXGTY0_jw1CT1SK33nkiM0tAGRzskq3uqo4zeFDpuZWlh-3vM1RM6iztW5jrsQDAhcUcodSyWtjC7FvM3YiqsnHlVgCQrC1UCea0kvt12Mw/s1600/Celebration+Cake.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgrqqgehZgIkw4kqPQI21i-GeNYkGGgQZ2RJXGTY0_jw1CT1SK33nkiM0tAGRzskq3uqo4zeFDpuZWlh-3vM1RM6iztW5jrsQDAhcUcodSyWtjC7FvM3YiqsnHlVgCQrC1UCea0kvt12Mw/s200/Celebration+Cake.jpg" width="193" /></a></div>What a difference three years can make!! It's hard to believe that three years has gone by so fast, but today marks the 3rd anniversary of Group82! We've been extremely fortunate to work with a great cast of clients and the support of our family and friends has been a driving force behind our success.<div><br />
</div><div>The foundations of Group82 date back to 1997 when Eric and I worked together at Hyperion Software (which later became Hyperion Solutions and then later Oracle). Eric ran marketing communications and I handled PR & Analyst Relations. We both commuted about an hour to Stamford each day, and it was after more than a year working together that we discovered that we only lived a few minutes from each other.</div><div><br />
</div><div>Our careers took different paths in '99 when I left Hyperion to tackle a variety of marketing roles at technology companies including Integral Development, Mantas and Sungard. A few years after me, Eric left Hyperion and began freelancing for a who's who of B2B technology including EMC, Deltek, Sungard, and Kalido. We stayed in touch, getting together for lunch every now and then. In 2009, at the urging of a longtime friend and colleague we brought or talents together and started the agency. Naming our venture was the first challenge. Our approach to marketing has always been straightforward -- talk to your market like an adult and in terms they react to. Having a "cute" agency name like Accelerate Marketing just didn't fit with our style. Likewise, using the founders' last names Waldschmidt & Mangelsdorf was obviously out. Too mouthy and starting the agency really wasn't about either of us. </div><div><br />
</div><div>We quickly realized that if we were half as good as we thought we were, ANY name would do. After all, we're in marketing! In the course of tossing names back and forth, Eric offered up "how about Group82?" Route 82 is the main road between our homes and it was the first name that made both of us stop for a minute... and THAT is how we came to be Group82.</div><div><br />
</div><div>In the last three years we've built an incredible roster of B2B technology clients, added staff, opened an office and are building Group82 to support more companies and their marketing needs. We can't wait to see what the next three years look like!</div>Alan Mangelsdorfhttp://www.blogger.com/profile/03516739714886182635noreply@blogger.com5tag:blogger.com,1999:blog-2353255063945612043.post-78797447681203128162011-08-16T21:25:00.002-04:002011-10-03T13:55:20.949-04:00When Marketing Campaigns Fail...<div class="MsoNormal"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiIwKoRboVgcUmTSTBmv4j70vL0YpK2ZCyLBWq84dUrSzHaqUhdxv-kajwgqxHAmXCQq29RrnEsM90C6NUgU7mmtqNrLQ53GQMCOejvHXxuU_UmsJz-8GJreQ9G6ghSU_c9SgsvbCh3nHw/s1600/dartbord.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiIwKoRboVgcUmTSTBmv4j70vL0YpK2ZCyLBWq84dUrSzHaqUhdxv-kajwgqxHAmXCQq29RrnEsM90C6NUgU7mmtqNrLQ53GQMCOejvHXxuU_UmsJz-8GJreQ9G6ghSU_c9SgsvbCh3nHw/s320/dartbord.jpg" width="258" /></a>Things go wrong. Timelines get stretched. Results fail to meet expectations. These are realities all marketing leaders face. This is especially true at smaller, entrepreneurial companies where marketing strategy is often summarized as “throwing s#!t on the wall to see what sticks.” Invariably it won’t all “stick.” What then is the best course of action when a campaign fails?<o:p></o:p></div><div class="MsoNormal"><br />
</div><div class="MsoNormal">Often we encourage clients to stick to the larger plan and to understand that changing market perceptions takes time and that any failed campaign is an opportunity to rethink how and why they are targeting particular audiences. This creates stability and predictability to marketing programs, and it may be the wrong course of action.<o:p></o:p></div><div class="MsoNormal"><a name='more'></a><br />
</div><div class="MsoNormal"><b>Shred Plan B<o:p></o:p></b></div><div class="MsoNormal">One of the most documented companies to focus more on planning than the actual plan is Toyota and it’s historic quest to overcome General Motors. In <u>Clutch: Why Some People Excel Under Pressure and Others Don’t</u>, New York Times columnist Paul Sullivan examines the contrast between the two companies, highlighting Toyota’s culture of encouraging employees to continually plan, question established (habitual) practices and to think creatively.<o:p></o:p></div><div class="MsoNormal"><br />
</div><div class="MsoNormal">Given the speed with which social media and Internet technologies enable marketers to interact with audiences, it’s worth considering that the planning process is never complete. The days of developing an overall marketing program and budget in October for the following year are at an end. Market reactions and developments simply move too fast to encumber a marketing program to the market conditions that existed twelve, nine, or even six months prior.<o:p></o:p></div><div class="MsoNormal"><br />
</div><div class="MsoNormal">A key element to creating a flexible and responsive marketing team that can plan on the fly is staffing. A quick study of job openings on LinkedIn shows us that as of this moment there are 1081 openings for “social media manager.” Just as Toyota hired Americans in the 1980s and 1990s to better understand American markets and employees, companies today need to leverage teams that can tap into new tools, technologies and approaches to create revenue generation opportunities. <o:p></o:p></div><div class="MsoNormal"><br />
</div><div class="MsoNormal">For years the adage “Plan the Work. Work the Plan” has focused teams on overall program execution. Perhaps it is time for us to develop an expression that fosters greater curiosity and innovation. <o:p></o:p></div><div class="MsoNormal"><br />
</div><div class="MsoNormal"><i>Why Not?<o:p></o:p></i></div><div class="MsoNormal"><br />
</div><div class="MsoNormal"><br />
</div><div class="MsoNormal"><br />
</div>Alan Mangelsdorfhttp://www.blogger.com/profile/03516739714886182635noreply@blogger.com15tag:blogger.com,1999:blog-2353255063945612043.post-34363041477198647002011-08-12T15:54:00.003-04:002011-10-03T13:49:36.979-04:00Social Media is Media, Media is What People are Talking About<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjmYIotg7WFPat2PnweCT-6z0QacfN71qdFVC6hoakZ0CsPTQVQl3lHouOYcNOzNO_BSWWsqxScvblCVwb9cbxj-XA5MWE0fIhDvKTPHqDNQpG-4BnSe8kqgqSthGRxYdO6ELm2-XYstwA/s1600/imgres.jpeg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="212" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjmYIotg7WFPat2PnweCT-6z0QacfN71qdFVC6hoakZ0CsPTQVQl3lHouOYcNOzNO_BSWWsqxScvblCVwb9cbxj-XA5MWE0fIhDvKTPHqDNQpG-4BnSe8kqgqSthGRxYdO6ELm2-XYstwA/s320/imgres.jpeg" width="320" /></a></div>I had been one of those people that was convinced by social media. It took me a month working on a social media campaign for Group82, to realize social media has not reached its potential yet. Everyone sees the huge audience on different social media sites, therefore they think they have to be on them as well.<br />
<br />
The problem right now is that social media is not genuinely social. This is because of the people who think they can translate social media to real life. Everyone knows that it doesn’t mean you are social because you have a million followers on twitter or a billion Facebook friends. For some reason those numbers are still important to people. What has been frustrating to me is trying to find people who use social media platforms effectively. Successful companies like Apple do not need social media platforms to succeed. Where do you look for effective Twitter accounts? There are an infinite number of connections on Twitter that can be made but which ones are the most relevant to the company? Then finally after searching for specific CEOs’ and businesses’ Twitters, I came across this. <br />
<a name='more'></a><br />
<br />
Social media may create conversation but that conversation is momentary. Tweets, trending topics, wall posts and news feeds changes constantly. What replaces that information? New information, so you post consistently. It is annoying when a person repeatedly posts statuses, so why wouldn’t it be when a business does? <br />
<br />
If you were to have a face-to-face conversation with someone it is much easier to sound confident and knowledgeable. With the nature of social media it is not guaranteed that the text you use mimics the tone you speak with. Social media is brief and to the point, that is why people like it. The goal then is to provide people with information they want and are interested in but with out any fluff. I have realized the most successful people do not use social media to advertise their product or service, but rather use it to connect with and understand their clients and employees instantly. If they do not use it to connect with clients and employees, then they use it to give their perspective clients and market useful information that does not directly promote their own product or service. Once again, no one wants to hear how great you think your company is.Ema Waldschmidthttp://www.blogger.com/profile/04185378156857493267noreply@blogger.com165tag:blogger.com,1999:blog-2353255063945612043.post-47023469138450334522011-07-13T15:59:00.001-04:002011-10-03T13:50:23.076-04:00NYC Dinner Party!We recently started a series of dinner meetings designed to bring together professionals from various organizations and roles. The goal -- enjoy a good meal and relaxed conversation, some of which centers on what is and is not working as companies try to get their messages out to the market.<div><a name='more'></a><br />
<br />
</div><div><div>We kicked off the series last night at Bobby Van's Steakhouse in NYC and had a great group! One of the interesting discussions centered on how individuals were using social media -- both personally and professionally. There seems to be a correlation between the two -- as those who were more apt to use social media to share personal updates were also the ones more actively looking at how to leverage social media as a means to communicate in the market. Perhaps the goal for marketers unsure of social media's applicability should be to gain as much exposure and experience with social media regardless of the purpose and use that experience to shape more insightful social media tactics in the future. </div><div><br />
</div><div>Also of note was a discussion around global campaigns and the differences between communicating in a local market as compared to that in a different language and culture. Clearly, technology has made the mechanics of marketing easier to centralize and operate, yet there's still a need to be able to communicate at the local level. This is more than just language -- which is where fluency and translation often fall short. To reach a particular audience based on geography or culture, you need to THINK like that audience and have shared experience and culture to draw upon.</div><div><br />
</div><div>Many thanks to all who attended -- and look for the next meetings coming soon to Boston, Washington DC and again here in NYC!</div><div><br />
</div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgTm_AN6Hn1e6VfBCtLcWRLMw5BSLH6Intns1b8Uler_YkKGZFaT5hpLBwwS_R2bscjVyAzzeoBWwrPF8Sq0rcbveESfd1eBxu7Mkk40e3VPRMsrFn-Pgwn1D45_6AxQwMniJ-9Hi4pgY0/s1600/NYC+Dinner+71211+group.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgTm_AN6Hn1e6VfBCtLcWRLMw5BSLH6Intns1b8Uler_YkKGZFaT5hpLBwwS_R2bscjVyAzzeoBWwrPF8Sq0rcbveESfd1eBxu7Mkk40e3VPRMsrFn-Pgwn1D45_6AxQwMniJ-9Hi4pgY0/s320/NYC+Dinner+71211+group.jpg" width="320" /></a></div><div><br />
</div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg8jsqbUunHRI2vlAY5gM-EFk5BcC6UUHum51QE8Wy5J1ZXc6X2PiQ32_XC_hHoJ63ZCQiZja7W5ctsIrFi20SQgMUpxPXNpZ64syu8Z73XwC_oLyz_V66F3x2cPWIXnqMkmtxbT5doFls/s1600/NYC+71211+AMSS.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg8jsqbUunHRI2vlAY5gM-EFk5BcC6UUHum51QE8Wy5J1ZXc6X2PiQ32_XC_hHoJ63ZCQiZja7W5ctsIrFi20SQgMUpxPXNpZ64syu8Z73XwC_oLyz_V66F3x2cPWIXnqMkmtxbT5doFls/s320/NYC+71211+AMSS.jpg" width="320" /></a></div><div class="separator" style="clear: both; text-align: center;"><br />
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</div></div>Alan Mangelsdorfhttp://www.blogger.com/profile/03516739714886182635noreply@blogger.com38tag:blogger.com,1999:blog-2353255063945612043.post-31750471850238609052011-07-08T16:55:00.008-04:002011-10-03T13:52:15.073-04:00Is This Fun Yet?<div id="fb-root"></div><script src="http://connect.facebook.net/en_US/all.js#xfbml=1">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhSzuMpyP7YcQMSTRaMbtV9rpOTVxuM_WNA9jwh82xdWhPTxXaFloExvvfTGdWGoNVM7kuimEWd32jOWKFN8TzCCgn3kUxjbtVzMgj8Q9_VDcq441AzrjufUMjkgBGItVu-zJXkn3xtHJg/s1600/fun.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="150" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhSzuMpyP7YcQMSTRaMbtV9rpOTVxuM_WNA9jwh82xdWhPTxXaFloExvvfTGdWGoNVM7kuimEWd32jOWKFN8TzCCgn3kUxjbtVzMgj8Q9_VDcq441AzrjufUMjkgBGItVu-zJXkn3xtHJg/s200/fun.jpg" width="200" /></a> Is this internship starting to be fun? This week I realized that the days are going by faster. Maybe I am getting the hang of this. The major difference is, that I am breaking up tasks and moving on to new tasks when I get the slightest bit bored. I have been working on ways to improve our social media campaign. When I get bored reading articles, I switch to fun, mindless, creative tasks like creating Group82’s <a href="http://infostripe.com/group82">infostripe</a>.<br />
<a name='more'></a><br />
My problem used to be answering the question, what is a marketing consultant? I would say, someone who helps other people sell products and services. Now the question is, what does a marketing intern do? Well thankfully I get to be a part of the process. I don’t get coffee and run errands. That is partly true because I have gotten coffee before and I have run errands. It is hard to tell people what I do because it varies from day to day, which is something I like. This week I am an event planner and interior designer. <br />
I have been trying to contact caterers for our new office’s official ribbon cutting. One might think event planning is fun. Not when you are 18 and have been mistaken for 14. For some reason everyone thinks I am trying to scam them or something. I am taking on the role of an interior designer trying to find frames, mats and print shops so we can hang pictures in the office. I have learned you need to be persistent and if you aren’t you will not get anything done. I can’t wait for the ribbon cutting, and for the office to be completed.Ema Waldschmidthttp://www.blogger.com/profile/04185378156857493267noreply@blogger.com3tag:blogger.com,1999:blog-2353255063945612043.post-43750913769677513382011-07-01T09:27:00.003-04:002011-07-01T09:31:29.069-04:00When I was Twelve<a href="http://twitter.com/share" class="twitter-share-button" data-url="http://blog.group82.com/2011/07/when-i-was-twelve.html" data-count="none" data-via="alanmangelsdorf" data-related="ejwalds">Tweet</a><script type="text/javascript" src="http://platform.twitter.com/widgets.js"></script><br />
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When I was twelve, MySpace taught me how to use html codes. Seven years later and I can’t figure out how to get those darn things to work. Oh boy, now I have to research how to get the html code I want, the way I want. I do not like researching. I do not like it Sam (get it?). I have been sitting, researching, trying to fix html codes on Group82’s blog for what seems like an eternity. What am I the new computer technician? No, no I’m not. Oh hey new best friend who I never get sick of, Adobe InDesign.<br />
Who knew Adobe made so many programs? I had not realized it, but I mindlessly spent hours working on Adobe InDesign. The 32,303,596 buttons are at first intimidating and overwhelming. After looking at all the cool stuff the program does, I want to conquer the madness. Some might think learning to use a program with 3,289,423 buttons would be tedious, but it’s the tedious work I like.Ema Waldschmidthttp://www.blogger.com/profile/04185378156857493267noreply@blogger.com2tag:blogger.com,1999:blog-2353255063945612043.post-61016452668597184842011-06-21T15:08:00.023-04:002011-06-22T15:23:33.751-04:00sEo,cMo,ctA...it's ok, I know what they mean<a href="http://twitter.com/share" class="twitter-share-button" data-url="http://blog.group82.com/2011/06/seocmoctaits-ok-i-know-what-they-mean.html#more" data-count="none" data-via="alanmangelsdorf" data-related="ejwalds">Tweet</a><script type="text/javascript" src="http://platform.twitter.com/widgets.js"></script><br />
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<p class="p1"><span class="s1"><b><span class="Apple-tab-span"> </span></b>No one told me what/who we would be working with. Oh my god you don’t get to pick your clients and their service/product!? I never thoroughly thought about that before.<b> </b>It is not easy to persuade someone to buy something when the majority of the public says otherwise. Throughout this whole week I kept thinking: “Wow it would be great if we could just change the product they are selling”. </span></p><p class="p1"><span class="s1"><span class="Apple-tab-span"> </span>After looking through millions and millions of websites that were hard to navigate through and a million and one articles that say something like: “The (Pick Your Number) Ways to Develop an Effective (Facebook, Landing page, Twitter)”, you would think people would know how to create a good website. It is much more difficult than I thought. </span></p><p class="p1"><span class="s1"><span class="Apple-tab-span"> </span>I have no idea what I am doing, I wonder if in a couple of weeks I will know. </span></p><p class="p2"><span class="s1">(a couple of days later)</span></p><p class="p1"><span class="s1"> OH! I kind of get this now. But seriously, I GET IT. I’ve finally figured it out, now I want to do something with it. This researching isn’t so bad after all. </span></p><p class="p3"><span class="s1"></span></p>Ema Waldschmidthttp://www.blogger.com/profile/04185378156857493267noreply@blogger.com123tag:blogger.com,1999:blog-2353255063945612043.post-69707070332376880612011-04-06T13:59:00.015-04:002011-06-22T15:23:53.772-04:00YIKES!!!<a href="http://twitter.com/share" class="twitter-share-button" data-url="http://blog.group82.com/2011/04/yikes.html" data-count="none" data-via="alanmangelsdorf" data-related="ejwalds">Tweet</a><script type="text/javascript" src="http://platform.twitter.com/widgets.js"></script><br />
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<table class="tr-caption-container" style="float: left; margin-right: 1em; text-align: left;" cellpadding="0" cellspacing="0"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjTPzQqsmeCoO48kke-rLsLj4jk-_AqIDXi4bCJUAI5ZjmKcTxllXxfoZJTzMMG1ysnTAlNREfP0TR4N8rXqCMr6tN0Ob9S9Xg6gL-zC5c8VTppp6qW1V1OcuL-R_LQYBNltsl6X-j-2aI/s1600/coaster.jpg" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img r6="true" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjTPzQqsmeCoO48kke-rLsLj4jk-_AqIDXi4bCJUAI5ZjmKcTxllXxfoZJTzMMG1ysnTAlNREfP0TR4N8rXqCMr6tN0Ob9S9Xg6gL-zC5c8VTppp6qW1V1OcuL-R_LQYBNltsl6X-j-2aI/s320/coaster.jpg" height="320" width="230" border="0" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Are you scared?? Yes, we just signed a lease!</td></tr>
</tbody></table>When we first started Group82 more than two years ago, our business model relied heavily on the concept of a "virtual" team. Eric and I are located in the same area, so getting together for meetings, brainstorming, trips to the airport, etc. was easy. Likewise, with both of us having 20+ years in marketing we have been fortunate to have a great (REALLY GREAT!) network of professionals to bring in when client work called for a particular expertise. But as we've grown, we've come to realize that there needs to be a happy medium between a completely virtual workforce and the cost burdens and commitments associated with bricks and mortar. <a name='more'></a><br />
<br />
We're happy to say we've found just the right space -- more details on the new address, ribbon-cutting ceremonies and the like when we get closer to the move-in date. For now, enjoy some of the build-out shots. We'll add more over the coming days and weeks to keep everyone up to date!<br />
<br />
<table class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;" align="center" cellpadding="0" cellspacing="0"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjY_TD9LnlJ20zbN1iSAsp78HaYizdLa78JUKPT213A8n-H2aM6T30iQJ-iwHsgXCkj1LBaJuP2NdcfUNXm4htXNuObXKlTrTUxmT4IEIcUG_rDR-WgU9N5agIR9LDb7PHyEGW6ySmDkEY/s1600/office+view.JPG" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img r6="true" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjY_TD9LnlJ20zbN1iSAsp78HaYizdLa78JUKPT213A8n-H2aM6T30iQJ-iwHsgXCkj1LBaJuP2NdcfUNXm4htXNuObXKlTrTUxmT4IEIcUG_rDR-WgU9N5agIR9LDb7PHyEGW6ySmDkEY/s400/office+view.JPG" height="300" width="400" border="0" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Framing for the offices and conference room</td></tr>
</tbody></table><br />
<table class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;" align="center" cellpadding="0" cellspacing="0"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiBDJMXiEBjKfGKcyHKQb-vpKxHGqOaz9jp49bH1j_zmAl4EP9Ypq-I5JsT_olDTHLMGGFU56BdvsKbn7IkrAQ8mRNqVSxBJbSU86ja0CGBh6rIeCc1bycn8P6wNLMiPy5g1qZEFQihIBA/s1600/officeconfroom.JPG" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img r6="true" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiBDJMXiEBjKfGKcyHKQb-vpKxHGqOaz9jp49bH1j_zmAl4EP9Ypq-I5JsT_olDTHLMGGFU56BdvsKbn7IkrAQ8mRNqVSxBJbSU86ja0CGBh6rIeCc1bycn8P6wNLMiPy5g1qZEFQihIBA/s400/officeconfroom.JPG" height="400" width="300" border="0" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Brainstorming room!</td></tr>
</tbody></table><br />
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<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgZW_ICnwV9KgnunF4AseWnYp6uo9WgHb26zZI-bBOAzTfeXnN1S5WY3ls0SOIi-O4qCF9WyYLdKBVa0FoZCSSTRTClygS63R87NHBV8HzioYbk5e0-qFt1y7Lyk_TfnLpZDiLx5mN8idI/s1600/officeplanning.JPG" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img r6="true" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgZW_ICnwV9KgnunF4AseWnYp6uo9WgHb26zZI-bBOAzTfeXnN1S5WY3ls0SOIi-O4qCF9WyYLdKBVa0FoZCSSTRTClygS63R87NHBV8HzioYbk5e0-qFt1y7Lyk_TfnLpZDiLx5mN8idI/s400/officeplanning.JPG" height="400" width="300" border="0" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Planning out the next step.</td></tr>
</tbody></table>Alan Mangelsdorfhttp://www.blogger.com/profile/03516739714886182635noreply@blogger.com1tag:blogger.com,1999:blog-2353255063945612043.post-7856829003186314962011-04-06T11:53:00.015-04:002011-06-22T15:24:16.131-04:00The Five Questions Every B2B Marketer Should Ask<a href="http://twitter.com/share" class="twitter-share-button" data-url="http://blog.group82.com/2011/04/five-questions-every-b2b-marketer.html" data-count="none" data-via="alanmangelsdorf" data-related="ejwalds">Tweet</a><script type="text/javascript" src="http://platform.twitter.com/widgets.js"></script><br />
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For any of the teams that I’ve worked closely with over the past few years, they may already know where I’m headed with this blog entry. For several years now, I have held tightly to the belief that there are five questions that the sales and marketing efforts of every B2B technology company must address in order to attract, land and retain customers. For each of these questions, where customers find deficiencies, companies should apply greater marketing effort. In fact, in many cases they may find their sales efforts stall until they can successfully answer each of the five questions. <a name='more'></a>The first three are easily more important to the customer’s vendor selection process, but firms that overlook the last two may not see the results they would otherwise anticipate.</div><br />
You may have never thought about it, but when selecting B2B technology, most prospects will evaluate your offering by asking:<br />
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<strong>1.) Do You Know My Business?</strong><br />
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<div style="border: medium none;">This may seem obvious, but it’s often overlooked. A quick look at the website of a handful of B2B technology providers will give you an idea of how many firms still define the world from a very product-centric mindset. At its most basic, customers don’t care that you think your product is great, or that you mother thinks the article in the Wall Street Journal was nice. They want to know that you know their business. That you speak their language. Not in terms of knowing every buzzword or acronym – do you know the space in which they live? Do you know their competition? Their customers? Do you understand how they make money and how they make profit? If you do, it needs to show:</div><br />
a.) In the events you choose to host or participate in<br />
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b.) In the messaging in all of your marketing vehicles<br />
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c.) In the manner of your outreach and how you make information available to them<br />
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d.) In how your sales team communicates and in the ROI models you use to support product selection.<br />
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You have to understand who makes the purchase decision inside your target firms. Who or what influences that decision? Are you talking to end-users, C-Level, IT? Even in the same industry or company, they define their “business” differently than their own co-workers.<br />
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<strong>2.) Do You Know My Pain?</strong><br />
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Not to steal a line from President Clinton, but it’s critical that companies demonstrate to prospects that you “feel their pain.” Rather than empathy, this is actually a natural extension – or continued conversation – from the first question. Firms want to know that not only do you know their business, but that you know their pain. Pain is the leading cause of technology selection. Firms rarely replace systems that are functioning well. If you think your prospect doesn’t have a pain they are trying to solve, you don’t know enough about them.<br />
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Tapping into customer’s pain and demonstrating a solution to that pain is the driving force behind the best thought-leadership programs. Unfortunately, many thought-leadership campaigns are built around “the problem we solve” rather than the “problems our customers face.” It’s important to understand the difference between these two viewpoints and to act accordingly.<br />
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<strong>3. Can You Solve It?</strong><br />
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As much as your product marketer wants to jump right to the product “speeds and feeds,” this isn’t the time. Sales and marketing need to demonstrate that a.) yes, a solution to your pain point exists; b.) we have that solution; c.) you should expect to see these types of returns on your investment; and d.) here are the names and case studies of customers that have already benefited from our solution.<br />
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The more that marketing campaigns and messages can tie together the first three questions – and deliver the payoff to solving the problem, the greater a company’s chances are of moving the needle with demand generation programs.<br />
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<strong>4. Can I Afford It?</strong><br />
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Price is always going to be a factor, and it behooves companies to understand where their pricing fits relative to both the competition and the cost of doing nothing. With a nod to Mr. Brown, my high school physics teacher, keep in mind that an object at rest will remain at rest unless it is acted upon. You may have lowest-priced offering, but you need to show prospects how your cost compares to doing nothing. Likewise, you may have the “Cadillac” of the available solutions and your marketing needs to address the how and why customers should pay more for your offering.<br />
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<strong>5. Will You Be Here a Year From Now?</strong><br />
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This last question has both an institutional and personal connection. Customers want to know that the vendor they select has the financial wherewithal to stay in business and to provide them with service over an indefinite period of time. B2B selling is more like a marriage than a date. Companies want a vendor who will stick with them over the long haul.<br />
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At the personal level, decision-makers, internal coaches and advocates, etc. want to know that the person they work the deal with will be picking up the phone when things go wrong. And customers all know that things often go wrong with B2B technology. Make sure you stress customer service during the sales process and not as an after-thought to the implementation plan.<br />
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Viewed individually, these five questions may seem fairly easy to address, but the real challenge is to review the full customer life-cycle across your entire enterprise. Do your demand generation campaigns talk about the business and its drivers? Do your sales people sell the solution to the customers pain, or do they sell the products you make and shoehorn them to fit a customer’s pain point? Do your implementation teams understand the customers’ business and how to apply your product to the nuances of real-world use? Do your customer service teams recognize the emotional connection they make with customers and how that leads to future revenue?<br />
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It’s five questions. Ask.Alan Mangelsdorfhttp://www.blogger.com/profile/03516739714886182635noreply@blogger.com11tag:blogger.com,1999:blog-2353255063945612043.post-27095338654758191102010-06-23T22:52:00.011-04:002011-06-22T15:24:31.940-04:00Talk To Me!<a href="http://twitter.com/share" class="twitter-share-button" data-url="http://blog.group82.com/2010/06/talk-to-me.html" data-count="none" data-via="alanmangelsdorf" data-related="ejwalds">Tweet</a><script type="text/javascript" src="http://platform.twitter.com/widgets.js"></script><br />
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During a recent client get-together conversation drifted to Facebook, Twitter and social media. This seems to be the norm these days and at one point one of the participants mentioned that it was "easier" to write a quick Facebook update than to call each person that would be interested to know how her day went.<br />
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After a few back and forth comments including my exaggerated "I don't need to know who baked cupcakes or walked their dog" exasperation, I offered up that as individuals we are forgetting how to TALK. Conversation used to take place face-to-face and you learned how to carry on a conversation, how to get your point across, how to take criticism without capitulating or exploding in a rage, and most of all, you learned how to LISTEN. <a name='more'></a><br />
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As technology has made interpersonal communication more "efficient" it has also made us less "effective." This has had considerable negative impact on marketing in two key areas:<br />
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1.) As a Business. Companies need to listen to their markets better. They need to abandon the practice of shouting or repeating their message over and over and over to the market in the hopes that someone hears it. Witness the number of company Twitter accounts that needlessly rebroadcast every press release headline, development or blog headline...absent any opinion or new focal point. Where is the value in that? Twitter routinely freezes up any given afternoon due to volume limitations. Do that many people really have that many unique valuable thoughts to share? I'm not seeing it.<br />
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Make your communications matter. Make them have value and contribute to a bigger and better dialog with the market. Telling customers or prospects the headline of your blog post four times (blog, corporate website, Twitter, and Facebook page) isn’t going to make them more likely to read it.<br />
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2.) As Marketing Professionals. Forgive me a walk down memory lane, but when I started in public relations, the rookie was handed the trade media "book" and you spent sometimes weeks at a time calling trade media to pitch the same product over and over. This was before e-Mail, plain paper faxes, and only at the very start of voicemail. You had to talk....and listen, even when the editor of a publication like Hog Farmer's Weekly (yes it did exist!) was screaming at you for interrupting whatever story it was he was already working on. But you learned how to do it. Over and over and over.<br />
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The introduction and adoption of e-mail changed much of this. Moving beyond the pros and cons of its impact on the PR profession, it has as a whole made us less connected to the audiences we need. Likewise, social media can put us in touch with hundreds or thousands at once, but if we don't connect with our audiences, the message just gets received as random broadcast.<br />
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As marketers progress in their careers they need to be able to initiate and carry on a conversation. They need to be able to guide that conclusion to a desired and beneficial outcome. This is as much true for the agency professional speaking with a client as it is the corporate marketer trying to rally internal support for a particular campaign.<br />
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Talk to me. Talk with others. Talk to your market.Alan Mangelsdorfhttp://www.blogger.com/profile/03516739714886182635noreply@blogger.com6tag:blogger.com,1999:blog-2353255063945612043.post-51834359026324994362010-06-02T09:47:00.011-04:002011-06-22T15:24:47.914-04:00All Marketing is a Con...<a href="http://twitter.com/share" class="twitter-share-button" data-url="http://blog.group82.com/2010/06/all-marketing-is-con.html" data-count="none" data-via="alanmangelsdorf" data-related="ejwalds">Tweet</a><script type="text/javascript" src="http://platform.twitter.com/widgets.js"></script><br />
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<em><strong>“All marketing is a con…”</strong></em><br />
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I came across this comment recently following an article I read recently. What struck me, and stayed with me, is how this comment sparked many comments slamming the ethics and value of marketing. Had I read far enough, I’m quite sure that marketing would have been blamed for the economic crisis of 2008/2009, the Nashville floods, BP’s disaster in the Gulf, and volcanic ash clouds. As a marketing ‘lifer’ I’m more than accustomed to marketing taking a beating as less important than other functions. As such, I wasn’t really thrown by the initial description of marketing as a con, nor did I see it as inspiration for a blog post. Reality is reality. A is A. Deal with it and move on.<a name='more'></a><br />
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However, recent developments in a few organizations I know well have caused me to wonder, just how DOES marketing stand up against other functions in B2B organizations. Two organizations I considered for this post recently made a shift, separating product management and product marketing out from the communications related aspects of marketing. Both shops are multi-million dollar technology concerns, yet Organization A had developed a history of capital “M” marketing. Marketing in the strategic sense, helping to chart and execute on the vision of the company. Organization B has never been particularly open to marketing having a seat at the table, though it is incredibly savvy, employing the latest and greatest in marketing communications technology and tactics. With these two seemingly different organizations making very similar reorganizations, I began to consider how our industry is working to tighten the bonds between departments and engage its peers within organizations.<br />
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This week, the Business Marketing Association (BMA) kicks-off its annual conference aptly named <a href="http://www.marketing.org/i4a/pages/index.cfm?pageid=4434">"Engage!"</a> A quick review of the agenda, with each session playing off the Engage theme (Engage Your Customers, Engage Industry Analysts, Engage Online Media….you get the point), yields a grand total of NONE that are dedicated to building relationships with internal audiences. The lone exception out of dozens is the Engage Sales session, which seems more focused on reinforcing the point that marketing should lead and sales should follow.<br />
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We have to educate, err….Engage our customers, markets and influencers. We really do. But as marketers, we owe it to ourselves, our teams, budgets and our profession to also educate our colleagues on what we do and the value we add. Otherwise, we’ll be just as trivialized as the anonymous poster who sparked this entry.Alan Mangelsdorfhttp://www.blogger.com/profile/03516739714886182635noreply@blogger.com12tag:blogger.com,1999:blog-2353255063945612043.post-66269430916347457152010-05-13T09:12:00.008-04:002011-06-22T15:25:06.741-04:00If Content is King...<a href="http://twitter.com/share" class="twitter-share-button" data-url="http://blog.group82.com/2010/05/if-content-is-king.html" data-count="none" data-via="alanmangelsdorf" data-related="ejwalds">Tweet</a><script type="text/javascript" src="http://platform.twitter.com/widgets.js"></script><br />
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If content is truly king, as so many would have us all believe, why do so many marketers still get it wrong? Companies right and left seem to have adopted a knee-jerk reaction to the explosion in social media. Anything and everything makes its way to YouTube and Facebook, and some companies have added Twitter statistics to annual performance reviews. In their defense, abusers cry out that ‘content is king’ and that producing content in wild abandon is the key to success, leads and world peace.<a name='more'></a><br />
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In many ways, this rampant abuse of a marketing vehicle is reminiscent of the degradation of public relations that occurred during the dot-com era of the late 90s and early 2000. During those few years, issuing a press release became the de facto standard for marketing collateral. Akin to planting a flag atop a mountain, technology companies scrambled to issue release after release with the latest technological “breakthrough” that would distinguish their company from the rest. The result? Media stopped listening, and the very purpose of a press release – to inform press – was convoluted beyond repair. <br />
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Consider for a moment how many press releases were issued from technology companies via BusinessWire and PR Newswire in 1997. In 1998, that number had ballooned by more than 100%, followed by greater gains in 2000. Was there really 5 times more news to announce year to year, or had we bastardized press releases for some other purpose?<br />
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Today again, we see a potential marketing vehicle maligned by the race to be first, to be online, to get social. <br />
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In order to benefit from social media, marketers need apply the same fundamentals as they would to a traditional marketing campaign or program – Who am I trying to reach? What message am I trying to convey? What method will be the most effective? Companies and marketers who apply rigor in this most fundamental process will be the ones who ultimately reap the greatest reward. Without this understanding, marketers are just throwing ‘stuff’ on the wall to see what sticks.Alan Mangelsdorfhttp://www.blogger.com/profile/03516739714886182635noreply@blogger.com11tag:blogger.com,1999:blog-2353255063945612043.post-78074701875105006522009-08-31T17:21:00.007-04:002011-06-22T15:25:29.879-04:00Welcome to Think Ahead!<a href="http://twitter.com/share" class="twitter-share-button" data-url="http://blog.group82.com/2009/08/welcome-to-think-ahead.html" data-count="none" data-via="alanmangelsdorf" data-related="ejwalds">Tweet</a><script type="text/javascript" src="http://platform.twitter.com/widgets.js"></script><br />
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When we first started designing the website for <a href="http://www.group80two.com/">group80two</a> we wanted to create a place that was rich in content, and that fellow marketers could turn to as an information resource. Sure, you say that's what EVERYONE is doing these days, and you would be partly correct. But as we looked at the blogs, and networks and sites it became clear nothing was really clear anymore. Maybe everything is just getting too granular. I'm pretty sure I saw a LinkedIn group invite for Technology Marketers that Are Left-Handed....<br />
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Seeing as I am right-handed, I declined the invite. I thought about joining, just to see if the moderator or admin would block my participation, but I didn't want that kind of blackmark on my web presence....<br />
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So it is our hope that Think Ahead can serve as something like a filter or funnel point, bringing together viewpoints on all things marketing. Jump on in, and be part of the conversation. If there's something you would like to see discussed, just let us know!Alan Mangelsdorfhttp://www.blogger.com/profile/03516739714886182635noreply@blogger.com4