Decus Strategic Marketing and Communications is now PitchNoise.
The days of the “publicist” have passed us by. Sure we can get you in front of people, in the media and develop the subject matter expertise you’ve been clamoring for – but it’s not as easy as it used to be. Your pursuit of visibility has to be a wholistic experience. You’re not a name, or a title or an athlete or an executive or a writer – you’re a BRAND.
So – Why PitchNoise?
The world is a noisy place. There are authors and “experts” on television, social media, radio, newspapers and blogs who probably don’t know as much as you do about your topic but get plenty of attention anyway. And it’s because they’ve got help. They’ve got a strategy. They’ve got an “in.” They have a message that resonates with the audience they are pursuing. It’s time YOU got noticed. We’re REALLY good at getting you noticed. We’re REALLY adept at carving out your message so it resonates. From putting you in the right room or in the right media to managing your social network so your brand shines. Resonates. Makes a difference. That’s what PitchNoise is all about.
by Mark Gilman
We have been asked to help companies with re-branding efforts for years and in many cases, they really don’t want our opinion – they just want something that looks pretty and conceptually represents a
company reputation and mission that doesn’t resonate with its customers and clients.
A brand is not just a graphic design, but a reflection of who you are – to your customers. This is a problem with many firms and companies who say they already know who they are because they asked each other in the boardroom. I remember doing a re-brand with a Detroit area law firm which believed the reason their clients love them, is because they’re so reasonably priced. Well, branding 101 (and Marketing 101 for that matter) tells us that you never want to identify or brand yourself based on price. So I called their bluff. I actually went out of the boardroom to ask the people who best understood the company (their clients) what they thought was the differentiation? To humor the firm, I actually asked about the price nonsense. The normal reaction generally hovered around “I don’t care if they charge $5 or $500 an hour. If they’re not doing their job, they’re gone.” As it turns out, the firm was popular with its clients because of their ability to anticipate issues instead of sitting around waiting to be told what to do. That message became the core of the re-brand.
So walking into a company which says – “We know who we are. We just don’t like our logo,” doesn’t work. Ever. Research, research, research. What does the company really stand for? What makes them different? I really don’t care what they want to be, their brand really has to resonate with who they are now and what they mean to their customers/clients. Once that’s determined – then we can build something pretty and talk about colors and fonts, etc.
So before you bring a graphic designer in the room – do your homework. Why are you different? What do you offer than no one else does? Why do your customers keep coming back?
Surveys, personal client audits, feedback, social media responses, etc. should determine who you are much more than what company leadership in the conference room think they are. And the responses from your clients/customers will be much more valid if you let someone else ask the questions. Like us. Then once you’ve determined what that is – reflect it in everything you do. Not just your logo and slogan. Your website, your social media descriptors, your brochures (Yes, some people still use them), your RFP responses and your marketing strategy. A brand is a strategy. A go-to-market proposition…. and a logo.
by Mark Gilman
Years ago, when I was toiling away for a Fortune 100 company, I found myself in an impenetrable silo where two organizations rarely met or talked, but really needed each other. Heck, the company needed us to need each other. Instead we worked side by side, creating opportunities for our employer without ever talking to one another. The whole process was totally ineffective. If only someone had initiated an introduction that simply went like this; “Public Relations meet Marketing, Marketing, meet Public Relations. We’d like you to work together.” Needless to say, neither of these groups ever talked to the sales department. Continue Reading
Giving back in the community is the hallmark of good corporate citizenship. But giving for the sake of giving and not giving at all can be equally horrific strategies for companies of any size.
We’ve counseled many businesses over the years regarding their charitable giving and in almost every case we’ve found issues with how it had been done in the past. I won’t spend the limited space I have in this article explaining how important it is to give back and how important it is for a company’s image to be seen as a community partner. I’m assuming most are well aware that this is a big part of “doing business.” However, there are a lot of mistakes businesses make in how they handle, plan and target their charitable gifts. Continue Reading
No matter where you live, you’ve seen businesses big and small shift strategies, environments, personnel and target markets in an attempt to adjust (and survive) in a national recession. But shouldn’t non-profits be doing the same? I mean, really, can a non-profit afford to do “charity as usual” in one of the toughest national development climates in decades? The ones who answered that question “yes” are already out of business or on their way out.
You can spend your entire week going to live or web-based seminars telling you how to adjust, shift and reinvent your business to adapt to a new economy. However, very few are telling our vital non-profit friends how to do the same. While the information I’m going to share here wouldn’t fill a 90-minute webinar, it will, hopefully, spur some lengthy conversations at your non-profit/charity for weeks to come (hey, you’re having tons of committee and board meetings every week anyway!). Continue Reading
By Mark Gilman
“Sometimes I think the family I was brought up in was 100 years out of date.”
Have you ever wondered why start-ups, as well as second stage companies, always find the money to spend on marketing and public relations strategies and executions? Seriously. These companies barely have enough money to pay employees, and many of the founders would rather forego a paycheck than cut back on their marketing and public relations expenditures. Why? Because they know the best widget or service in the world is dead on arrival if people have never heard about it. Continue Reading
Okay, I’m not talking about RUSSELL Brand, but your PERSONAL Brand.
by Mark Gilman
The economic landscape is littered with highly talented people who can’t find a job. Can’t even sniff one. Many of these people are more qualified, more team oriented and more experienced than many of the people who are enjoying new employment. So what’s keeping these people on the bench? And how about those who have “grabbed” whatever was available and found themselves, in spite of their abilities and education, working in a dead end nowhere job far below their potential?
For many it’s an inability to market themselves. Let me share a few real scenarios of people I’ve come across in the past couple of years and some quick tips to set a new course. Continue Reading