This is the time of year for predictions and, as we approach a new decade, we thought we’d take a look back at the last decade to see how well the predictions we made then have held up. Here’s what we said then, where we are now and what we predict for 2020. (more…)
Archive for the ‘Marketing and Branding’ Category
How Did We Do on Our 2010 Predictions? A Look Back as We Approach 2020
Tuesday, December 31st, 2019
Another Year Draws to an End
Friday, December 27th, 2019
It’s hard to believe that another year is drawing to an end. I can still vividly remember the countdown to Y2K and the anxiety so many were feeling as they wondered what a new century would mean in terms of digital disruption. The year 2000 came in with more of a whisper than a bang but, since that time, much has changed in terms of the ways technology continues to impact our personal and professional lives.Goodwill: Being Strategic About Your Giving Decisions
Thursday, December 26th, 2019
Supporting the local community can be expensive. Even large organizations have to be careful about how and where they lend their time – and money. Is there value – beyond personal satisfaction – in supporting local events and activities? Which ones? How can you say “no” graciously to the many requests that come your way? (more…)
10 Tips for Writing Great Copy!
Tuesday, December 24th, 2019
Whether you’re writing a brochure, copy for a newspaper ad, a script for a radio announcement or a page or blog for your web site, there are some tried and true techniques that can help you make sure that your copy gets the results you’re looking for.
Think about writing copy as making a sales pitch to a customer. Your goal is to persuade that customer to do something – most likely to purchase your product or service. Here’s how: (more…)
Let It Snow! Big Brands Risk Failure When They Rely on Third Party Partners
Thursday, December 19th, 2019by Justin Grensing, Esq., MBA
Just in time for Christmas, Walmart Canada provides a great example of how aggressive sales expansion can tarnish a company’s brand.
There is a natural conflict that exists between sales growth and brand protection. As sales expand—whether geographically or in terms of volume of goods or number of customers, etc.—it is harder and harder for companies to maintain tight control over the products and services carrying its name and impacting its brand. (more…)
Peloton: The Latest Example of Consumer Outrage Over Ad Content
Tuesday, December 17th, 2019
Occasionally companies and their advertising teams will find themselves in hot water for controversial advertisements or campaigns that set out to be edgy or funny, but push the envelope a bit too far. Consider, among the many examples, Bacardi’s “ugly girlfriend” ad, Burger King’s sexually suggestive “Super Seven Incher” ads and Dove’s “Before & After” ad showing a transition from a black to a white woman.
Likely these companies knew they were taking a risk in putting those ads out there but didn’t fully appreciate the likelihood of the level of potential backlash. But sometimes ads not intended to contain any type of offensive content still manage to offend. (more…)
Making an Offer They Can’t Refuse—or Use
Monday, December 2nd, 2019
by Justin Grensing, Esq., MBA
The tension between the marketing function and the operations function has a well-established history. Marketing wants to sell, but operations has to deliver. Sure it’s great to come up with an idea to sell custom-built widgets at a low price with quick delivery. But, ultimately, someone (operations) actually has to deliver. (more…)
Important Marketing and Branding Takeaways From Krispy Kreme and a Youthful Entrepreneur
Wednesday, November 27th, 2019by Justin Grensing, Esq., MBA
Every once in a while, a real-life situation comes up that lends itself nicely to some core marketing concepts. These serve as great teaching tools and discussion points because they actually happened, and they’re relatable. Here’s a recent example involving Krispy Kreme and an entrepreneurial college student. (more…)
Every Employee a Brand Ambassador: A Message for Healthcare Providers (and others)
Thursday, October 10th, 2019
Think your clinical staff members—primarily doctors and nurses—are the only ones, or the most important ones to impact the patient experience? Think again. Every single one of your employees and volunteers has an opportunity to influence the patient experience while on the job, and off. In fact, every single one of these individuals has the opportunity to influence patients’ choices when they are considering a new provider or care facility.
While on the job, and off. (more…)
Use Your Boilerplate to Sell, Your Content to Tell
Tuesday, October 1st, 2019by Linda Pophal
Strategic Communications has been working with clients for a number of years now (since 2008). We’ve helped dozens of clients establish themselves as thought leaders and/or drive traffic to their websites to generate leads and drive conversions. Long before then (I won’t even say how long because it scares me!), I was writing features for business and professional trade publications and spent a number of years as a copywriter, writing marketing copy as part of my full-time job.
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