Leading Entrepreneurship

In my post on marketing, we discussed three critical marketing initiatives. The third listed was strategic communications.

What are the elements of strategic communications?

• Networking (associations, chambers, chat, forums, leads groups, peers, sales, social media, etc.)
• Dynamic Word of Mouth (competency story, company titles, differentiated product, elevator pitch, viral media, etc.)
• Mini-Media (business cards, brochures, catalogs, premiums, samples, spec sheets, stationery, etc.)
• External Media (authored media, media coverage/quotes, press releases, etc.)
• Strategic Assets (800 number; brand-designed assets, signage & clothing; convenient location; domain; ip; maintained facilities; etc.)
• Structured Referral Networks (affiliate programs, directory listings, links-in, loyalty programs, etc.)

At Gambit, we expect strategic communications initiatives to run around 3/5ths of the overall marketing budget.