Preparing for a trade show can be a daunting task, and in Optics and some of the other highly-targeted industries we serve, one of the most successful ways to connect and reconnect with prospects. Trade shows are nutty times, though, and inevitably you will forget something. Be prepared. Before the craziness begins, and the deadlines [...]

We’re thankful to see businesses excelling in this tough market. Many of them are winning by:
Turning their smart business actions into marketing assets
Bright idea: create a white paper and article on your patented technology or sustainable business practices. White papers are the 2nd most popular tool for business marketing.
Improving their ability to compete globally
Bright idea: [...]

7 Things We’re Thankful For:
1. Waterfall hiking
2. Free concerts nearly every week
3. Public Market
4. Wine tasting in the Finger Lakes
5. Short commutes
6. Biking the canal trail
7. Green trees and blue water

PLS is looking for ways to better serve our customers and colleagues. Your input matters — please take our brief (5-minute) survey.

Sometimes our biggest threats are our greatest opportunities. Those who embrace change can grow  innovate, streamline and expand markets. As companies look to cut costs and optimize marketing spend, it pays to look at others’ plans for the new year:

Our Advice?
Spend precious resources on what works, and eliminate or simplify what doesn’t. Here’s how:
1. Understand [...]

The Nike “swoosh”. The Target bullseye. Branding is not just for consumer products, and
not just for mega-corporations. A strong brand is as powerful and critical in Business-to-
Business sales as it is in B2C, and, for small and medium-sized companies, can be built
over time to increase sales and profits, by increasing awareness with the right prospects,
and [...]

“New” may be the most popular word in marketing. In order to convey that your
product or service is cutting edge, your marketing must certainly be current, too. But
change is inevitable. Planning upfront for adaptability means greater payoff and
effectiveness over its life, and does not need to impact your costs and timeline.
Adaptable materials make it easier [...]