Knocking over the (marketing) dominos

amckinnis|
I started my career in professional marketing over 30 years ago — even to me that sounds like a long time. I’m sure many will read that and assume I’m old school, stuck in my way, don’t understand, can’t grasp new concepts, and on and on and on.None of that is true. What is true is that […] read more

4 Universal Laws of Successful Product Launches

amckinnis|
How to successfully launch a new productI’ve been asked, “What does it take to launch a service (product)?”  If I’m being asked that questions, I assume at least two things …. (1) there is a product, beyond the “idea” phase and potentially in development and (2) you haven’t launched yet, allowing time to create a launch […] read more

Why PokemonGo is historic & how to use it to market you business or product

amckinnis|
Pokemon Go (PoGo for short) has done something historic and with its rocketship like popularity, there is a 100% possibility will mimic it, utilizing the same type of gameplay — one foot in the virtual world and one foot in the real. Augmented Reality Mobile games are going to be big, but before we lose interest in PoGo, […] read more

5 key activities every Product Marketing Professional must master

amckinnis|
When you say you’re a Product Marketing professional, do people ask you what that is? Or possibly confuse it with Product Management? How about those people that don’t understand where the lines between the traditional marketing function, sales and creative/promotions begin or end.I’ve been in this game for years, have seen it from multiple angles […] read more

Stop Content Marketing and Start Product Marketing

amckinnis|
It’s all the rage … you know, the terms we use in marketing:Digital MarketingInfuencer MarketingEmail MarketingContent MarketingSocial Media MarketingIt would be hard to read any marketing related article or book, without someone telling you which of the above is the one to focus your efforts.   read more

Warning! Are You Sabotaging Your Winning Content?

amckinnis|
HIT THAT PUBLISH BUTTON (the magic starts after) If you can tell stories, create characters, devise incidents, and have sincerity and passion, it doesn’t matter a damn how you write.  – Somerset MaughamI recently decided to do a bit of analysis on my LinkedIn articles.  It started out as a simple spreadsheet, with hand entered data.  […] read more

5 Must Have Product Marketing Documents

amckinnis|
Created this presentation, rather than writing an article.  It is focused on those documents each Product Marketing professional needs to have in their back pocket – they are the foundation of any planning documents, marketing facing documents and sales training documents for your product or service.  Let me know what you think in the comments. […] read more

“You’re doing it ALL WRONG! Here let me show you…”

amckinnis|
they don’t get it…after reading the email, he could feel the heat rising and his heart beating faster – and that twitch above his left eye.  Once again, even after telling them over and over again how to use it, they kept doing it wrong.  And when they did, his email blew up, his phone starting […] read more

3 Ideas on turning buyers into customers

amckinnis|
Customers are not transactionsHow do you view those people or organizations that purchase your goods or services? Are they transactions or are the customers?I’m sure the first thing you thought was “of course they’re customers, everyone that buys from me is a customer” – or some variation on that theme. In my mind, someone that […] read more

Never launch without asking these 3 questions

amckinnis|
“I don’t get it” Josh Baskin (Tom Hanks) from the movie BIGThere is nothing more exciting than launching something new – a company, product, service, project, career. From personal experience, the entire process is a roller coaster ride of high, lows and sharp turns. To add you, I’ve got three questions you need ask yourself […] read more