No one could have predicted the kind of year we have all had collectively. A public health emergency, lockdowns, quarantines, hurricanes, earthquakes, fires, rampant unemployment…the list goes on. If your business has taken a hit this year (as many have), you might be tempted to write off the rest of this year, go to bed…
Blasting your marketing message to as many people as possible used to be a tactic that was widely used but not always the best for smaller budgets. (The whole idea behind mass marketing is to cast a wide net and hopefully catch a few fish.) These days, however, the opposite is true. The more you…
If you’ve been feeling like your marketing dollars are being wasted and not delivering on what you had hoped…you’re probably not wrong, and you’re definitely not alone. Small businesses have a notoriously difficult time making sound decisions with their marketing budgets without expert guidance. A survey of small businesses last year found that at least…
Businesses today face a distinctive set of challenges when developing a comprehensive marketing strategy. Using general market advertising, companies have taken something of a one-size-fits-all approach, creating a branding campaign with a single message hoping to reach enough people and convert them to customers. Those days may soon be behind us. The one-dimensional general marketing…
Today’s marketing executives face a distinctive set of challenges when developing a comprehensive digital marketing strategy for their business or their clients. For many years, companies could take something of a one-size-fits-all approach, creating a branding campaign with a single message hoping to reach enough people to make it cost-effective. Previously, a wide net was…
If your business has traditionally relied on brick-and-mortar marketing strategies, you’re probably already aware of the challenges facing you in this “new normal” as the economy starts reopening. With social distancing in place, face-to-face marketing, product demonstrations, etc. may be ineffective at best, or nearly impossible. Companies who successfully convert to online marketing tend to…
When we live in uncertain times, it’s easy to allow the crisis of the moment to overshadow our vision for the future. For example, how can businesses form viable marketing strategies when the circumstances seem to be continually unstable and evolving? The key is perspective. Let us explain. In our society, with every significant change comes…
One of the biggest differentiators in how people respond to messaging is age—or, more to the point, the generational culture in which they grew up. We hear terms like “Gen X” and Gen Z” tossed around often in market-speak, but many people are confused as to what these terms mean or how they can affect…
Now more than ever, a successful branding strategy involves finding new ways to reach and engage your target community—but that’s only half the challenge. Let’s suppose you’ve implemented an effective campaign; you’ve made real inroads into a community and you’ve built ties. Now, what do you do to keep the momentum going? Building connections and…
The demographic known as the Millennial generation (people born between 1981-1996) has been a point of fascination for pundits and marketers alike. Millennials seem to have a unique perspective, worldview, and set of habits compared to the generations both before (Gen X, Boomers) and after (Gen Z). Considering Millennials now comprise 25 percent of the…