When it comes to marketing in the current climate, all businesses should be focusing on what we call “the three S’s”: Safety, Sensitivity and (new) Sales channels. We are also seeing a big shift in marketing dollars toward all manner of digital marketing, including increased spends for content marketing and social media, website improvement projects, e-commerce integrations and … [More]
While Businesses Shut Down in Arizona, Google Searches Ramped Up
This past December, my children and I were at home in my living room having a conversation about specific, influential events that changed the world. We had just finished watching the celebrated one-shot war film 1917 together about two young British soldiers during World War I whose actions would end up impacting world history as we know it. The movie had a profound effect on … [More]
How to Get a Meeting with the C-Suite
Hollywood has always known how to take a meeting. Tinseltown tête à têtes are how movies get made, box-office records are broken and stars are born. In the business world, fate-altering meetings don’t happen in directors’ or producers’ offices, they happen in the C-suite. For those, that is, who can break through. Thirty-three minutes and 13 seconds into the 2005 movie … [More]
Differentiating the Gen Y/Z Market
With each new generation, a different set of rules presents itself for marketers. And, with five generations of consumers currently represented in the United States, it can be somewhat complex to differentiate between newer generations that, at first glance, appear to be very similar. But to say that generations Y and Z are the same, or could be marketed to using the same … [More]
Social Media – Where It’s Going and How to Keep Up with It (Part I)
The year is young — now is a fine time for businesses to start doing the right things, to take charge of their social media strategy by evaluating trends and revisiting and refining their plans. Positive changes made now will position the business for better outcomes all year long. Gone are the days when companies can treat social media as an afterthought or a supplemental … [More]
Social Media – Where It’s Going and How to Keep Up with It (Part II)
Achieving goals of any sort involves doing more of the right — and less of the wrong — things. Marketing and social media goals are no exception. How can you better ensure your social media efforts will help you accomplish your brand’s objectives in this new year? Dos DO: Think first. Then post. Remember that what you post on your personal social media accounts can affect how … [More]
Do Good
For many businesses, success comes in unexpected ways. Toms grew into a $600-million company by giving away 35 million pairs of shoes. Patagonia’s profits have climbed year after year even as it funnels heavy investments into sustainability. And it’s not just millennials rewarding companies with causes. In every age group, people commit to brands that show good citizenship. … [More]
Boomers 3.0
Capitalizing on what is arguably the most important social phenomenon of our time and place — the aging of America — this book shows organizations how to market specifically to baby boomers in their third act of life. Samuel identifies the 10 core values of the older middle class (cognitively healthy baby boomers age 52–80) that guide their attitudes and behavior and serve as … [More]
