Many congratulations to my clients, A2B Excellence, on winning an Employee Engagement award! ...And, ahem, congratulations to Wells Park Communications for writing the successful award entry. In a world where marketing is multi-layered and it's a challenge to shout above the noise, awards are a remarkably low-cost opportunity to gain traction. Better still, the benefit grows for smaller businesses. Awards (so long as they're recognised and suitably substantial) yield a year or so of instant credibility, a stack of good photos, the chance to take clients on a jolly and a good excuse to email everyone in your contact book with the good news. Yet the cost of entry is often zero; and even if there is a fee, it's much less than the cost of, say, entry to a second-rate conference; o
Lovely piece here from the gang at LikeMinds (interview with a VP at Ogilvy) on the value of long-form in advertising. The idea that we have the attention span of a goldfish is simply not true - and particularly in B2B, there is immense value in the consultative sell. Bespoking, relationship-building and value generation all take time, especially when the product or service is not a commodity. Twitter and Vine are certainly fine And quick hits are surely engaging But when you take time (as I have with this rhyme) You'll find that despite the lack of scansion and use of second rate poetic devices that the results for your brand of a richer and more explanatory process can be better buy-in, which is amazing. I thank you.