A Matter of Trust?

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Marketing professionals often tell their clients that people have to “trust their brand.”When I first started reading this now-common advice, it seemed more than surprising – it seemed a bit saccharine. After all, ‘trust’ had always been a word reserved for one-on-one -- and usually deep or long term -- personal relationships. To use it in a marketing context seemed to border upon the insincere.However, once I began to pay attention to my own responses to branding, ...
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Corporate culture and your company

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A recent survey of 515 small business owners noted that culture is an important contributor to corporate success. While that may seem like no surprise, it does echo the recent rise in questions about culture we’ve had from our clients.  Many have asked us how to create the “Disney experience,” or how to encourage innovation like is seen at 3M or Apple, or even how to inspire health and wellness. While each of these goals is admirable, efforts often fall flat or seem like &...
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| Categories: Blog |

Telling your story

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As a leader in your firm, your job is to tell your story. However, identifying your theme is often really tough. Even if you are able to identify the singular point you want to make, we often confuse our audience by meandering around, trying too hard to make our point. Or, we are so sure something will resonate with the audience, only to find out it really is a miss!This is a lesson I was reminded of a few weeks ago. In my continual quest to live a balanced life and forever be a student, I recen...
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The social experiments that Facebook conducted on about 600,000 of its users has been met with backlash, discussions about the ethics of it and even its confusion. Further, Facebook recently manipulated timelines as a psychological experiment to see if it could manipulate people’s emotions – making them happy or sad – depending on what was displayed in the news feed. The point of the experiment, according to The Wall Street Journal, was to see whether being subjected to either ...
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Tried and True Methods Still Work!

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There’s no doubt that social media has changed the way we think about marketing our products and services. But in these days of all things electronic, don't forget the tried-and-true methods that still work.Case studies, project sheets and testimonials remain some of the most effective ways to  reach your audience. These communication vehicles deliver valuable information to your customers, and that’s what’s needed – even required – in today’s marketi...
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So… you want to make a video

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You’re not alone. Many companies now see the value of producing a video that showcases their product or technology. Having a video on your own website can increase the number of page-views dramatically. Editors on third-party media sites are often looking for high quality video to run on their sites, as well. But don’t rush to set up your camera just yet.While the technological hurdles of filming and editing may be uppermost in your mind – tempting you to just tackle them and m...
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Using PR to build thought leadership

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Public relations is the formal way in which organizations communicate with their public. It is planned or managed communication -- a means to communicate, influence and even sell. While that sounds like a boring textbook statement, it is important to recognize the key message here: planned or managed communication. The chatter about your organization happens about your organization whether or not you plan and manage it. So, if you don’t do PR, you are leaving your message to be told by oth...
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| Categories: Blog, Public Relations |

Hashtags: What can you use them for?

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In the world of social media, hashtags have become a popular addition to many a tweet. From hashtags using common phrases (some funny in nature) to industry trends or frequently used terms (such as #concrete), the possibilities are endless. But the real question still remains on the minds of folks in the AEC industry … what can I use these for?First, let’s define what a hashtag is: a word or phrase that starts with the # symbol and omits any spaces or punctuation. Used on Twitter,&n...
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Facebook has been providing even more ways for brands to build promotional campaigns – all while streamlining the process for both marketers and Fans. One of which is the latest announcement from Facebook to allow users to house contests and sweepstake promotions through the Timeline feature. You may have noticed some of your competitors doing this already, or you may have seen this done in the past by way of apps. This new feature can take some of the planning and budgetary concerns out o...
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Twitter: The perfect platform for video marketing

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Video marketing has become a powerful marketing tool for both B2B and B2C marketers today. With options such as YouTube (the top search engine – even above Google), Facebook and Vimeo, hanging a video link for your audience is easy. However, among these platforms you may not think of Twitter as the tool of choice. But, with the broad audience reach on Twitter and the ease of use, it is the perfect platform to highlight your video content. As a micro-blog, Twitter keeps it succinct in just 140 ...
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Regardless of your area of study in school or title in your current position, we are all marketers.

Today’s global economy, high-tech business world and ever-changing business environment littered with buzzwords mandate a lifelong journey of education. As experts in marketing, communication, public relations and technical writing, the AOE Team is dedicated to helping you better hone your craft and serve your organization. Through industry workshops and seminars, columns in a variety of trade publications and other educational resources, we offer a variety of educational venues to assist you in your short- and long-term marketing objectives.


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