Current Affairs
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…
Read MoreDo you really know me?
Personas: They are customers and individuals with their own motivations. What’s my biggest problem? What do I need to deal with to make my job easier? Does someone understand what I need to get done? Can you say one thing to me that lets me know you’ll solve my problems? In the B2B world, the…
Read MoreStaying Connected – Eight Ways to Improve B2B Email Marketing
1- Know your recipients. Why are you sending emails to your core group? This is the biggest and most important question to ask yourself and your digital marketing team. Who’s on our list, for what reason and why do we know them? The “they” is all about people with titles and decision-making power, or at…
Read MoreNobody cares about your marketing.
Saturated: Search Results and Online Tactics Won’t Cut It. Many brands and companies believe that an online campaign to reach their desired audience by spending more on search, digital ads, and online marketing tactics will get them more customers. Not really. Consumers and customers of all kinds are lost in a world of information sorted…
Read MoreListening to Customers, Fake Friends, and Consumer Behavior
Listen and Learn: What Are Your Customers Thinking? If you don’t listen to your customers — really know them and understand them — you can’t build a valued relationship. Many brands wrongly believe that selling consists mostly of pitching a product, a solution, or an idea. In fact, the most important part of selling is listening to…
Read MoreThe Challenges of Email Marketing – And Why It’s Important
Email marketing, as we all know, is often perceived as an obnoxious intrusion of useless and repetitive sales pitches. However, when it’s done right it has value and is a fantastic way to build trust and connection with clients, potential customers, and valued partners. The key is continually providing value and meaning. The overwhelming experience of…
Read MoreConnections
Building Brand Value is Really About What Sticks. How do you stay connected? How do you really break through the noise? The associations we have and how we make them come to us emotionally and personally through binding experiences that connect us. In this overwhelming world of social media from all corners of the universe,…
Read MorePermits, Approvals? Forget it! Give Me Chaos!
The lawless and creative world of restaurant owners and retail rogues. An amazing and positive change that the pandemic gave us was innovative outdoor retail. Communities across the country found that the best way to support struggling restaurants, bars, and experience-based retailers was to let the business owners do what they wanted. Yes, forget the…
Read MoreRadiant Insights: Nudging, Brand Trust and Netflix
Nudge, How Subtle Influences Can Shift Motivations and Change Behavior. When it comes to marketing or forming strategies in economics that shift how people do things we usually see the goal of direct incentives—rules or penalties that are supposed to get folks to do the right thing, make the right choices. In the New York…
Read MoreDoing Things vs. Knowing Things
Orchestrating many specialists is always possible, but what’s your strategy? Where Are You Going? Expertise in doing things should not be underestimated in the creative/marketing world. Having the best “doers” is very useful and often essential: the expert WordPress person, that excellent Photoshop editor who can make all the photos look great, copywriters who grind out…
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