The Impact of Small Spaces on Big Thinking

Scott Dieckgraefe Insight

By Scott Dieckgraefe, President & Founder, Studio/D I once owned a tiny house in the woods. A micro-sized deck led to a narrow front door which opened into a small kitchen. The kitchen ceiling was dark and low, which established a confined feeling for the rest of the house. When you entered the house, you instinctively slouched a bit. Over …

Do Political Poll Errors Make Marketing Survey Results Questionable?

Scott Dieckgraefe Insight

By Tom Taylor, Account Advocate. Studio/D Whatever our political affiliation, we can probably agree that the projections based on polling for the last two US presidential elections were way off. This raises the question of whether similar polling errors carry over into all types of surveys – including market research. Luckily, the short answer is “no” – particularly if your …

“Agility” is The 2020 Skill-of-the-Year

Scott Dieckgraefe Insight

2020 has been quite the year.  World-wide pandemic, tariffs and international trade wars, racial strife and civil unrest, business closures, limited group gatherings, political divisiveness, unemployment, and elbow bumps. This is not what we planned back in January. We get introspective at the end of every year, attempting to identify the salient learning points of the year, and one word sums up the …

Five ‘must do’ items – before year-end

Scott Dieckgraefe Insight

1) Review your wills, trusts, estate plan and succession plan. There is a chance COVID will cause a lengthy absence, disable or kill you, a family member or a potential owner / management successor of your business. Number one on my list is to review your will, estate and succession documents in detail for updates and changes. If they are …

It’s Time for the Offensive Line to Take the Field

Scott Dieckgraefe Insight

Marketing communications, like all good contact sports, offers a time to play defense and a time to play offense.  Since the pandemic hit in March, many companies (B2B and B2C) shifted to play defense, cutting back their ad spending, which resulted in local TV and radio losing nearly $20 Billion in ad revenue, and Google and Facebook losing a combined $44 …

Shop Talk: The Benefits of Marketing Research For Your Sales Team

Scott Dieckgraefe Insight

In this piece we examine how marketing research can pay big dividends to your sales efforts.  Analysis of qualitative and quantitative data about your industry, company, brand, products/services and pricing provides you with an informed definition of who you are, a specific sense of where you are, and a roadmap to guide you where you want to be.  At the very least, …

How Manufacturers Should Use Social Media

Scott Dieckgraefe Insight

How Manufacturers Should Use Social Media While most B2C marketing and sales pros realize the benefits of social media platforms, many of their B2B peers in manufacturing either dismiss social media’s value or fail to take a strategic approach to creating and placing content properly optimized to the respective channels. Here, Studio/D focuses on the benefits of social media for …

DMUs: How Sales and Marketing Pros Can Meet the Multi-Headed Challenge

Scott Dieckgraefe Insight

At Studio/D, we love diving into the uniqueness of B2B sales and marketing; the things that challenge, confound and reward our manufacturer clients in ways you don’t see in the consumer world. Case in point: DMUs, or Decision-Making Units. Philip Kotler, marketing author, consultant, and professor at the Kellogg School of Management at Northwestern University, defines DMUs as a collection …

Leverage 2020’s Six Key Communication Trends To Your Advantage

Scott Dieckgraefe Insight

The pace of change throughout the communications industry has only intensified over the past several years. To help you  ramp up for 2020, Studio/D  identified six key communication trends, together with a game plan for how to leverage each to your advantage. Just being heard will be difficult.  In 2020, we will experience  a national fall election, plus other unique events such as the Summer Olympics, …

Sales & Mar-Com Shop Talk: Earned Media

Scott Dieckgraefe Insight

Studio/D’s “Shop Talk” column examines how communication strategies should bridge across sales and marketing functions, providing tangible benefits to each while providing maximum impact to your organization.