A widespread confusion among business owners and entrepreneurs is understanding the difference between two essential concepts: marketing and sales. When someone is confused about these terms, the way we know is when they use them interchangeably—and this happens a lot. The truth is that marketing and sales are two similar functions that complement each other to help you earn revenue, but…
How Does Messaging Drive Brand Recall in Media Buying Campaigns? One of the primary goals of a media buying campaign is to drive brand awareness and brand recall. Marketing agencies specializing in these campaigns develop a media plan (a literal plan detailing where clients will spend on advertising) to meet this goal. Brand recall is…
It’s often said that experience is the best teacher—but that doesn’t mean it has to be your experience. Sometimes the best lessons we can learn come from the successes and failures of others. As we look back on 2020—one of the most turbulent years in memory—we’ve watched many brands try to navigate these challenging times by striking…
Suppose you’ve done your homework researching the Millennial generation as a potential target market for your product or service. In that case, you already know that one of the biggest motivators for Millennials is eco-friendliness. According to Nielsen, 75 percent of Millennials (those born between 1981-1996) are eco-conscious to the point of changing their buying habits…
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…
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…