Connect-the-Dots Marketing: A Gift from Steve Jobs

In his 2005 commencement address at Stanford University, Apple CEO Steve Jobs offered a "connect the dots" perspective on the random events that shaped his life. You cannot connect the dots looking forward; you can only connect them looking backwards... For B2B marketers, this "rear view mirror" approach to connecting the dots in your tactical tool kit makes great sense. The underlying appeal of any connect-the-dots puzzle is based on seeing a recognizable image appear from an apparent hodge-podge of numbered dots, simply by following a prescribed path. But for most marketers, if the dots represent possible tactical solutions, then your challenge is that: There are usually too many dots to

Marketing Your Fund to Zombie Investors

Gaining the attention and interest of investors and their advisors has always been a challenge. In our online world, it’s become even more difficult to cut through the constant volume of noise. Our growing reliance on electronics has also made it less likely for people to remember anything, because their devices do it for them. This has put new demands on fund marketers, who must re-think how they communicate with target audiences, if they intend to overcome short attention spans and digital amnesia. Short of having the SEC announce that your fund is under investigation, there’s no quick or easy way to gain the attention of investors. The bad news is that it’s getting even more difficult for

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