Five PR Pointers: From Planning and Pitching to Placements

Public relations is key to a strong integrated marketing and communications strategy. However, the question that most executives tend to ask is, is PR really necessary? The short answer is that you can certainly operate a business with little or no PR, but doing so greatly limits your traction in key industries and markets. Businesses that incorporate PR tactics into their marketing communication strategies are not only more likely to grab the attention of customers and prospects, but also to garner the results that drive long-term success.

Shannon Severino   |    July 10, 2018 at 8:53 AM

Extra Credit: The Hidden Value of Continuing Education Courses for Building Product Manufacturers

Every building product manufacturer has technical experts within their organization who provide value to the business in a multitude of ways. Often, their primary responsibility is advising customers and specifiers on product selection and design best practices. But their technical expertise also can provide tremendous value for the marketing team.

Kim Tarquinio   |    April 2, 2018 at 1:39 PM

Why the Math Shouldn’t Drive Marketers Nuts

It is a capital mistake to theorize before one has data.Insensibly, one begins to twist facts to suit theories, instead of theories to suit facts. – Arthur Conan Doyle

If you’re a marketer, there’s a good chance you didn’t get into this business for the math. But the reality today is that we’re living in the era of big data. Measuring the results of your marketing efforts is more important than ever.

Arnie Begler, Pipitone Group   |    February 6, 2018 at 10:14 AM

Building “Integreat” Websites is a Game-Changer

At the core of any campaign lives a marketing website, a vehicle to which all campaign extensions point back. It’s a website that not only informs visitors as to who you are and what you do, but also conveys your unique selling points, enabling potential customers to take the next step and start seeing results.

Bryan Froud   |    December 20, 2017 at 11:22 AM

A Recipe for Merging Brands

The art and science of blending the right brand ingredients of a company merger and effectively serving up that new distinctive flavor is more complex than your everyday branding initiative.

Decisions surrounding the new, combined brand are wrought with legacy, politics and emotion. When organizations do not prioritize or consider their brand strategy and message early on, they can undermine and sabotage the success of the entire effort altogether.

Jeff Piatt   |    July 21, 2017 at 8:39 AM

How We Built a Study that Held Water

A longtime Pipitone Group (PG) client, Axiall Water Treatment Products produces calcium hypochlorite—a solid form of chlorine—used for a wide range of water treatment applications, including commercial swimming pools, under the Accu-Tab® chlorination system brand.

Scott Henry   |    July 6, 2016 at 4:00 PM