Recent Articles (click on the articles below to go to full versions. You can also review the entire library of articles at bobdiakow.wordpress.com)
Recently, the business community across the United States is finding it more difficult to attract and retain talent. While some businesses have tried to create a better work environment, others have tried to create a vision of their company that is at the intersection of brand and culture.
Brands continue to look for breakthrough innovations. It is possible to look to the past for design inspiration as well as human behaviors that can be used in the future.
You have optimized your website, put your pay-per-click strategy in place, secured back links to your website and have built Facebook and Twitter pages. All tactics to create traffic to your site. Now that you have visitors to your site, how do you engage with them? Do you connect with them in a way that identifies with them deeply or do you just “sell” them?
For many years business leader have been asked ”what keeps you up at night.” Rather than focusing on what many times are either issues that are out of your control, a better approach is to focus on “what wakes you up in the morning.” Initiatives or strategies that excite you are more than likely to result in long term solutions that cause change, sustainability and focus on the core of your business.
Black Hill Regional Eye Institute wanted to expand its market by concentrating on the 25- 40 year old age group. The strategy used was to identify situations that the target market would relate to. In addition, the strategy had to transcend several touch points including viral opportunities to reach the specific audience.
Consistent messaging created a strategy that was followed through at all brand touch points. The humorous comparison strategy was used to relate to the experience the audience experienced or had seen for people that could benefit from the Lasik procedure. Tactics include, viral posters, newspaper ads, bus signage and magazine ads.