Skipping Stones on the Water

Extending the effect of your marketing with social media amplification. When you sit by a lake on a lazy afternoon looking at the still water, you find the smoothest round and relatively flat stone about the size of a fifty-cent piece and, with a powerful spin, toss it and watch it bounce across the lake…

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First Impressions and Why They Matter

Grow Your Customer Base On A Foundation Of First Impressions. In the overwhelming volume of digital content thrown at us in 2022, attracting and securing consumers’ attention is a bit like finding a safe path in the middle of a thunderstorm — connecting with a critical message that matters to strangers despite the noise and…

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People, Personas and Motivations– Behavioral Marketing Works.

Blasting Ads At Everyone is Like Talking to No One. Historically, marketers have had a very difficult time identifying groups or subgroups that best benefit from a product. Obviously, that never stops anyone from selling. With minimal data to work with, companies bombarded consumers with unrelated ads, emails, phone calls, and other outreach that is…

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Throwing Marshmallows in a Dark Closet

Why Much of Marketing is Noise. Understanding who your customers are, what their motivations are, and connecting with them is absolutely essential in the sales journey. Whether B2C or B2B engagements the same methodology applies. When customers are offered what they need when they need it, it’s a perfect match. However, for the most part…

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The Customer Journey, Building Connections That Stick

Building Brand Value is About Creating Relevance Over Time. At Radiant we focus on what is at the core or essence of a brand, a company, an organization. Diving into this essence and doing a competitive analysis is essential since your audience or customers are hearing a cacophony of voices, offers, and representations of value. How…

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Amateurs, Experts, and Strategists

Focusing on a Plan Requires A Strategic View. The key to understanding economics, marketing, and war is in seeing the big picture and being able to adapt, shift and change even the small things to achieve your goals. You can’t get stuck in one way of viewing the world. That becomes the weak point because…

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Listening.

Getting Away from the Noise. Marketing has a bad reputation. It should. Most marketers look for tools to reach more and more customers and grow their audience but do they really know who they need to reach and why anyone would be interested in what they are offering or broadcasting? New technologies allow us all…

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A Year Ending in Flux. What are the 2022 Marketing Trends?

The Global Disruption of Everything Two years ago the world was predictable, measured, consistent in all ways…often annoyingly so. As we all know, this suddenly and shockingly ended. The pandemic has brought with it the largest shift in global systems in recent memory. This disruption only emphasized the always-on connected and predictable way business, markets,…

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Not knowing the future is a way to invent what’s next

And then there was COVID… It’s March 2020: suddenly restaurants, bars, and schools are closed. When COVID hit and began to have global impacts, everyone was forced, location by location, nation by nation, to face a new reality. How and what we purchased changed overnight. Remember the toilet paper shortages (I still wonder why that…

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