Blog for marketers and marketing teams

February 25, 2020

When is a communication plan good or bad?

The communication plan is one of the cornerstones of a professional marketing policy. Marketers who work without a communication plan are condemned to work ad hoc within a multitude of tasks with deadlines. In other words: hopping from task to task is not the most ideal way to conduct a communication or marketing policy. The communication plan draws the lines (vision) for the future, divides the umbrella concept of ‘communication’ into different projects, gives peace of mind and puts all noses in the same direction.

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February 24, 2020

The 6 marketing stages of a trade fair participation
Planning and workflows are foundations for success

Participation in one or more public fairs or trade fairs is part of many marketing plans and budgets. Anyone who plans an event knows that there are many steps in a planning process that must lead to a successful trade fair participation. From my point of view – as a marketing consultant and founder of a planning tool for marketeers – I see a lot of ad hoc work during this planning process. Marketers run from deadline to deadline and never get a grip on or an overview of the planning process for the trade fair. I plead for a radical turnaround, away from ad hoc work and rushing to the next deadline. The solution? Divide your fair trade participation into 6 clear stages, with detailed workflows attached to each stage. In this article I sketch the 6 key stages for a successful trade fair participation and give you tools for workflows and trade fair planning.

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January 28, 2020

What types of marketing agencies exist?
Some agencies aren't the same

Recently I witnessed a heated discussion among business managers and clients of marketing agencies. The starting point of the discussion was the question “What type of agency am I?”. In the end it turned out that the way owners looked at their marketing agency was not the way clients position marketing agencies in the market. A mismatch between corporate image (how does the market look at me) and corporate identity (what do I want to radiate to the market). Seriously, because every marketer builds an image or identity and works on an identical brain position among customers and prospects. Isn’t that right? And me, I leaned back and enjoyed myself while the clichés and jargon were projected in the room.

The spectacle then kept haunting me for days. How do I actually look at the world of marketing agencies? How do I make a decision for one agency or the other? And how many types do I think exist? Read with me…

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January 24, 2020

Office365 for marketing: magical or pitfall?

Excel is without doubt the most frequently used tool by marketers to plan projects, actions or campaigns. And with the arrival of Office365, Microsoft offers a cloud-based marketing suite in which you can seamlessly combine Excel with Outlook, Sharepoint, OneDrive, Teams, Planner, Word and Powerpoint. You have all the tools you need to write your marketing strategy, plan, manage tasks, manage budgets, write briefings and monitor results. No wonder the IT department puts the heels in the sand when marketers want to get a marketing planning tool in-house. In this article I sketch the differences between Office365 and a specialized planning tool, but I also outline the complementarity between the two systems.

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January 16, 2020

Proofing: review PDFs and images online

The new feature Proofing in Husky helps marketing agencies and marketing teams work together more efficiently to review and approve graphical marketing material faster and easier.

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December 11, 2019

5 methods to structure a communication plan
The right set-up provides an overview

Do you want to make the communication strategy visible to colleagues, management, stakeholders or customers? Then a written communication plan in Word or Powerpoint will not be enough for you. What you need is a 2-dimensional visualization of projects, channels and moments within a certain timeline. This is what most communication plans in Excel look like: a horizontal the timeline at the top (first dimension) and vertically on the left the projects, channels and moments.

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November 29, 2019

Time is money
Hourly invoicing and other reasons to use Husky's time registration

Timesheets is a new feature within Husky. You use it to register hours according to projects. It is the first feature that was developed especially for marketing agencies.

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November 19, 2019

How to introduce new team software?
Based on 7 inspirational quotes

If you’re going to use new collaboration software with your team, it’s best not to do it overnight. It doesn’t always have to be a week-long preliminary phase, but the better you prepare your first steps, the better the chances of success for increased productivity at team level. These 7 inspiring quotes are sure to help you with that.

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October 8, 2019

How to share your marketing strategy with others
Build the foundations of success together

Marketing is more than setting up and managing promotions and campaigns. The success of operational marketing projects is determined by the quality of the strategy that serves as the basis for the implementation. Operational marketing success based on a weak marketing strategy is rare, you know. Good marketers therefore not only execute, they also think about the strategy that must lead to success. Professional marketers go one step further: they define the strategy, document and substantiate it and share it with their colleagues, marketing agency, customers and management. In this way the defined strategy becomes even stronger thanks to the shared insights. In this article I give you some tips and techniques for sharing a defined marketing strategy with other people.

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October 7, 2019

How to share your marketing discussions with others
Get rid of that email overload

Meeting discussions, comments on printed documents, replies to emails … marketers don’t just communicate with the market but also with each other. The way in which the internal communication within a marketing team proceeds is therefore a particularly difficult issue that leads to quite a few … discussions. However, communication about marketing planning issues also extends beyond the team. How do you communicate with freelancers, with key stakeholders, with management and, in the case of marketing agencies, with customers? In this article I review the most common techniques for streamlining the communication within and around marketing teams.

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