Tagged 'marketing'

Make your Content Appealing

Posted by Benjamin Taylor on November 19th, 2015 at 12:18 pm

We're all spoiled brats. Think about it for a moment. It used to be normal to search through fifty pounds of books to figure out if it was ok to serve pinot blanc with brie. It was either that or pick up the phone and call that one uncle you haven't talked to in eight years.  Oh how the world has changed! If I get a Yahoo Answers reply that's over 500 words, I cry TL;DR and move on.
Now I'm not saying that our streamlining of knowledge acquisition technology and the concurrent adjustment of expectations is necessarily a bad thing. I'm saying that we, as marketers and content creators, need to acknowledge that there is a new standard that we need to meet. It isn't good enough to have the right information. It needs to be presented in a way that is easy to read and easy to understand.
Our solution has been infographics. A properly built infographic is by far the best way to organize useful information in an appealing way. That isn't to say that there aren't drawbacks. Infographics are images, so Google's web crawlers can't see the content. This can make the whole post look like there is... Read more

Earning Social Capital

Posted by Benjamin Taylor on November 12th, 2015 at 12:34 pm

No, I'm not talking about social media. I'm talking about budget wedding tips with no strings attached. Creating useful content costs money, and giving people information that won't inspire them to buy your products seems like a waste of money to your average business owner. So why did we put together content to tell people how to spend less money? Potentially to spend less money with us, even?
We're treating our customers as human beings. Approaching your customers like a vending machine, where you're just trying to find the right button to push so the money comes out, is by far the most common approach you find in business. That isn't how you build a relationship with a person. Engaging a customer works exactly the same as every other human interaction. First you need them to notice you, and then to be interested in you, and then to engage with you. For some reason, the middle step gets ignored entirely most of the time, as if all of us, all of our products and stores and companies are inherently interesting and worthwhile. That all this is readily apparent to everyone who sees our banner ads and billboards. Where does this idea... Read more

16 Marketing Trends for 2016: Trends 1-4

Posted by Winnie Brignac Hart on November 10th, 2015 at 10:29 am

Standing Out has become increasingly challenging in a world of sensory overload. Because of this, 2016 will be the Year of the Brand, because a familiar and trusted brand still has the ability to cut through the clutter. Organizations will look deep inside themselves to find those unique characteristics which differentiate them from the competition. The Top 16 Marketing Trends for 2016 support this movement.
Take a look at 4 marketing trends to help you stand out in 2016:

To stand out, an organization must have a clear idea of where it is standing now
Defining key brand attributes (differentiation, relevance, promise and intelligence) will be critical
Clarification of core values, mission and vision will lead to authenticity
What sets your brand apart will facilitate your distinct advantage


Brands have become increasingly disjointed and misunderstood both internally and externally
The brand must be consistent with internal and external perceptions, reputation and purpose
Alignment will provide a firm foundation on which to build strategy and direction
Internal alignment will contribute to team strength and consistent brand and messaging


Intrusive, mass-target marketing is expected to decline as relationships built on trust increase
Need to... Read more

Why Marketing to Millennials is Bound to Fail

Posted by Laura Schooling on November 9th, 2015 at 11:20 am

Presumably you are interested in marketing to Millennials, so you’ve clicked on this article. I’m sorry to tell you, if you’re reading up on this topic—you’re probably doing it wrong.
While attending a high-profile marketing event recently, I listened—for the umpteenth time—as an executive talked about what Millennials want and need and how his brand plans to give it to them. I was struck by how detached he seemed from the information and how he spoke with such conviction: This is what they want. Period.
I am often asked for best practices on effectively marketing to women, Hispanics, Asians, luxury buyers, and, of course, Millennials. Are there some general truths we can apply to certain demographics? Sure. But I think we get into really dangerous territory when we allow a couple of decimal points to turn a statistical likelihood into fact.
This tendency toward demographic absolutes is something I call “The” marketing (the Millennials, the Hispanics, the women...). Instead, the focus should be on “We” marketing. The messages that resonate most are inclusive and speak to the core psychology of the buyer—not age or race. Scott Keogh, President of Audi of America said it best when he announced that Audi would continue to... Read more

Squat Racks and Rebounders: How we Borrowed a Voice

Posted by Benjamin Taylor on November 6th, 2015 at 3:08 pm

The best way to go from zero to hero is to get several respected, authoritative people to associate themselves with you. To be the John the Baptist to your Jesus.
That's nice in theory, but it can be a frustrating undertaking when you try to make it happen in real life. Especially when you're promoting a brand or product, and don't have millions of dollars to spend on famous athletes. At my company, we created a strategy to circumvent this budgetary weakness with a little tact and footwork.
Influencers are regular people, who do plenty of things that they aren't paid to do. The way we decided to try to get them to associate with us, was by an appeal to vanity. People often become influencers because they want to give advice, be heard, and be viewed as knowledgeable. If you go out of your way to give that to them, by quoting them, or asking them outright to contribute to your project, then they can be tempted into sharing your content with their followers as a way of highlighting their own work.
Our approach for one of our store blogs was to go out and ask a number of influencers on Twitter... Read more