How to Leverage the Changing PR Landscape in Your Brand Marketing

changing PR

Back in the day, public relations consisted primarily of press releases, articles in the daily newspaper and magazines, TV and radio spots, and a quarter-page section in the Sunday paper.

But today it’s a different world. Technology has given brands the ability to connect with potential customers in much broader ways than ever before and develop a much more integrated approach through various communications channels.    More

Build Better Brand Engagement by Tapping into Your Buyer’s Emotions

brand engagement

How do you feel when you read a Disneyland social media post? Or an ad for the latest Apple product? Does a message from BMW or Audi evoke a particular response from you? These brands all excel at making emotional connections with their consumers that are designed to build ongoing relationships and trigger a purchase. 

Think about what makes you choose one brand over the other. More often than not, it’s emotion. Through emotional branding, brands appeal directly to consumers’ needs, creating a connection that often results in long-term brand loyalty. More

Marketing to the Adult Daughter: Getting It Right

When it comes to marketing to the adult daughter, most brands are still missing the mark.

They’re known as Adult Daughters. Or Baby Boomers. Or even the Elastic Generation. Today, every fifth adult in the United States is a female over 50. They have a combined net worth of $19 trillion and make 85% of all U.S. household purchase decisions. But when it comes to marketing to these adult daughters, most brands are missing the mark.

These women are the healthiest, wealthiest and most active generation of women in history who control half of the country’s discretionary income and two-thirds of the consumer wealth.  They spend $400 billion more than younger demographics each year on consumer goods, and dominate spending in 119 out of 123 CPG categories. More

Tips for Creating a Successful Start-Up Marketing Strategy

start-up marketing strategy

We’ve worked with many start-ups this past year and have had an opportunity to experience first-hand what has worked and what hasn’t. A strategy is undoubtedly important; without a solid start-up marketing strategy, you’re not positioning your new product in the best possible way.

What we’ve seen though is that many, if not most, entrepreneurs are spending hours of time and tons of budget creating their product or service, but for the most part ignoring the marketing component, or leaving it to the last minute. Or, worse, trying to do it themselves.

The reality is that you need both: a great product and a great start-up marketing strategy to get off the launch pad.  Following are some of the critical elements to consider in developing a winning marketing strategy.      More

Tap Into $1.1 Trillion in Millennial and Gen Z Spending This Holiday Season

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Halloween decorations are being put away, and now it’s on to the holidays!  This year, U.S. holiday spending is expected to top $1.1 trillion, up more than 5% from 2017.  Nearly $128 billion of that will come from online sales – an increase of more than 20% over last year.

Millennials and Gen Z shoppers will be out in full force this holiday season, and smart marketers will be looking to these younger generations for significant sales.

How can your brand tap into that enormous amount of spending power? It’s critical to understand how to reach these younger consumers with your marketing messages.      More

Is it Content Strategy or Content Marketing?

content marketing strategy

Content is a huge piece of your marketing efforts – at least, it should be. The world won’t know what you’re about without content, whether you prefer blogs, social media posts, infographics, images, or video. This focus on content has resulted in many professionals using terms such as “content strategy” and “content marketing,” often interchangeably.

But are these two terms interchangeable? The answer is: not at all. Content strategy and content marketing are two separate things—and both are equally important.      More

Using Influencer Engagement to Boost Small Business Growth

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As one of today’s most efficient and successful online marketing strategies, influencer marketing will continue to grow and evolve well into 2019. What started as “celebrity” influence has grown into a dominant industry with influencers boasting audiences and engagement of all types and sizes.

Studies have shown that 94% of marketers believe influencer marketing delivers 11x more ROI than traditional forms of digital marketing. It can be used to meet various marketing goals, including building brandawareness, increasing customer loyalty, distributing content, attracting followers and driving sales.      More

Back to School Marketing Trends for 2018

back to school marketing

While many parents started their back-to-school shopping as early as July, marketing for this time of year is still in full swing. Last year, spending for back-to-school hit $83.6 billion, and in 2018, 56% of parents plan to spend more per child than in previous years.

Those dollars lead to competition among brands, with 75% of marketers saying they’ll change up their strategies in 2018.  For 90% of brands, that means discounts and coupons. For others, increased mobile marketing will be the lion’s share of their strategy.

What can you do to capture the attention of parents dancing in the aisles as their kids go back to school? Here are some trends you can cash in on.      More

Is Your Brand Marketing Reaching Generation Z?

brand marketing to generation z

According to Adweek, Millennials as teen consumers were virtually ignored by marketers, who were waiting for them to acquire discretionary income rather than engaging them early. Only later did brand marketers realize that with early access to technology and social media, Millennials became the first generation to consume and influence much earlier than previous generations. By the time the lightbulb came on for many brand marketers, it was too late – that ship had sailed.      More

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