Blue Sky Marketing (NOT!)

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Sky Texture
photo credit: chefranden

Remember when our marketing lives were easy? Unlimited budgets, no concerns about the economy, fabulous television ads… those days have been gone now for awhile, and I think that as marketers, we’ve gotten better, smarter, and more responsive. We’ve had to think carefully about every dollar we spend, we’ve had to project and hit ROI numbers, and we’ve had justify our existence to the CFO.

Certainly our technology has helped, social media marketing has taken off in this economy – it hardly existed before. But perhaps because of the economy, perhaps it was heading there anyway, we’ve seen an unprecedented swing to spending time marketing – rather than spending money. And the good news is, for most companies it is paying off.

We’ve worked harder to develop guerrilla marketing campaigns, and we’re seeing the results. We’ve partnered with other companies to do something together that we couldn’t do on our own, and some amazing things have happened. In many respects these efforts have brought the community much much closer together, and brought business owners closer together. The world of business competition isn’t as divisive as we once thought it was. Different categories can (and are) playing together and reaping increasing everyone’s business.

So no, we aren’t marketing in blue sky right now, but the storm clouds have made us better, stronger, more efficient, and smarter. I wonder if we can remember these lessons when the skies turn blue once again…

I’m curious, what are you doing differently now than before? Share your tips and tricks here in the comments section.

Tisha Oehmen

Tisha Oehmen is a professional brand strategist and a leader in the branding field. She was recently named a member of the Global Guru’s Top 30 Brand Gurus. She is also the co-founder of Oregon-based Paradux Media Group and the best-selling author of the book, Finding Brand: The Brand Book Tutorial.

Possessing expertise in both front- and back-office operations, Tisha conceptualizes, develops, and implements initiatives to foster brand effectiveness like no other. With over 15 years of experience in branding and marketing, Tisha has successfully led large financial institutions and health care companies down the path of renaming their business.

Where Tisha really shines is in the work that isn’t done. Sometimes a name change for a business isn’t in their best interest and after meeting with Tisha, they are able to find the true value and equity that has always been in their brand. Tisha has a special knack of being able to communicate the value so that the CEO/Business owner can see its luster and then with a little polishing, make it shine company wide.

Tisha is best known for developing long lasting branding campaigns that speak to the heart of the business, the brand, and the community. True brand, no matter how big or small, has longevity. Creating branding campaigns that have longevity, that have a laser-like focus, is where Tisha thrives.

Tisha received her M.B.A. from the University of Oregon, from where she also earned a B.A. in Political Science. She enjoyed a distinguished academic career punctuated by enthusiastic and successful participation in competitive speaking events, and holds numerous awards for her skill in public speaking. Tisha is widely recognized for her ability to capture an audience’s attention with her straightforward and engaging speaking style.

When not working, she enjoys golfing, baking, reading, and hiking with her partner, Mike, and their two dogs, Chloe and Jackson. She’s also an active member of Rotary International, the Chamber of Commerce, and is a very proud supporter of the Oregon Ducks. Tisha lives in Eagle Point, Oregon.

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