What Does Taylor Swift Have to Do with Digital Marketing? Everything!

From time to time, team members will share their views stimulated from a piece by an industry thought leader. Here, our Director of Paid Marketing, Kim Figor, discusses an article from Forbes by Senior Contributor, Avery Blank “Taylor Swift’s Christmas Video: A Savvy Businesswoman’s Guide On How To Connect With People”.

I’ll admit it. When I think of people who have inspired me from a business perspective, I don’t think about the popstars my daughter listens to. Therefore, when I came across this article about Taylor Swift and her recently released music video, a Christmas song, being associated with business education, it caught my attention. Continue reading “What Does Taylor Swift Have to Do with Digital Marketing? Everything!”

3 Reasons Why Your Brand Will Fail

From time to time, team members will share their views stimulated from a piece by an industry thought leader. Here, our Director of Content and Social Media Marketing, Michelle Keyser, discusses a Brand Strategy Insider article by Geoffrey Colon, “3 Reasons Why Your Brand Will Fail”

When I first came across this article by Geoffrey Colon I thought, wow, this guy is a major downer. But when you read what he has to say you’ll see that the image I chose to represent this article is actually exactly what Geoffrey discusses. Through failure we learn and get stronger. This article goes through 2 important shifts brands need to make if they want to be successful and learn from their mistakes. If they don’t they will fail. One of my favorite things that is said in this article is” Data, analytics and everything else written about in quantified modern marketing … Continue reading

Why and How to Identify your Target Market

Whether you are only now starting your business, or if you’ve been around a little while, chances are you are following one of two courses of action when it comes to selling your product or your service.

You may be one who thinks simply because you have an offering your customers will come. After all, you reason, “I’ve got a good thing here. No doubt customers will break down my door and step over one another just to get to it.” So, you’re putting little-to-no energy or resources into your marketing efforts.

If you haven’t yet noticed, the response is probably not what you had hoped for. In reality, not everyone is buying what you’re selling; though, some are most definitely in the market. Others may one day, but today may not be that day.

Or you might have the pasta mindset – throwing handfuls of spaghetti against the wall to see what sticks. Though you may be tempted to sell your product or service to everyone that is not the wisest course of action. Again, not everyone is interested. And, this method can easily exhaust your most valuable resources –time and money.

You may be wondering, what is the best course of action.   Continue reading “Why and How to Identify your Target Market”

Marketing To Children Is A Waste Of Time! Or Is It?

One of the most important decisions a marketer has to make is where he or she will allocate a limited marketing budget. How much money should be spent on branding? How much money should be spent on which product or services? And, the question I will be talking about today, what demographic should be the target market?

One school of thought is that it’s best to invest money towards adults and parents because these are the people who have the money to spend. Another school of thought is to advertise to the children because they will influence the adults to spend money. Before I give you my opinion, let me share a few recent conversations that my husband, Eric, and I have had with Paris, our 6 year old daughter.

Conversation 1

A few weeks ago, on his way out the door to leave for the grocery store, … Continue reading

What Is Brand?

Who are you? Do people really know what you do? See the world through your customers’ eyes. What sets you apart from your competitors? There are an infinite number of choices. Do enough customers really know what products and services you bring to market in order to achieve your growth targets?

Has your company, products, services, target audience and/or competitors evolved and changed over your decades in business? How do potential new customers know you’ve changed? How do they know you are different now? How do they know you are better?

Take a look at all your marketplace touch points….signage, website, logo, catalog, trade show booth, employees, business cards, advertising, direct mail, premiums, office space, vehicles, and the list goes on. Do all of those touch points reflect the real you?

Owning a powerful position in the market is difficult for most small to mid-size companies. You have the best … Continue reading