Archive for the ‘Marketing and Branding’ Category

Companies Need to Make Sure Everyone, from the CEO on Down, Recognizes the Impact of Their Words

Wednesday, August 8th, 2018

In a highly publicized conference call, first reported by Forbes, Papa John’s founder John Schnatter used the “N-word” during a discussion between Papa John’s executives and marketing agency Laundry Service. What followed was weeks of turmoil where Schnatter first stepped down as chairman of the Papa John’s board of directors, then said his decision to step down was a mistake, and then filed a lawsuit against the company he founded for what he describes as the “heavy-handed” way he was treated. The company’s stock has (more…)

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In Minneapolis/St. Paul, Bird is the Word

Monday, August 6th, 2018

by Justin Grensing, Esq., MBA

A few weeks ago, I was driving between work and home in NE Minneapolis along Marshall Street, a highly trafficked street running north to south through the heart of the Northeast neighborhood. While stopped at a stoplight, I saw four young people in their early 20s curiously inspecting four small, black scooters on the side of the street. The group looked fairly “trendy,” and I have to admit I was curious what they were looking at. (more…)

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Get Results With These 10 Tested Copywriting Tips

Monday, July 16th, 2018

Whether you’re writing a brochure, copy for a newspaper ad, a script for a radio announcement or a page or blog for your website, 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…)

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Tips and Strategies for Winning RFPs

Friday, July 6th, 2018

by Justin Grensing, Esq., MBA

market research, marketing researchOne of the more tedious activities that falls under the broad umbrella of marketing is responding to requests for proposals, or RFPs. RFPs are typically issued by large organizations — like large corporations or government entities — that are looking for a vendor for a large expenditure or project. It’s basically a way of telling the public or a specific group of pre-screened vendors, “Hey, I want to buy something! Send me a pitch!” The sheer number of interested vendors they often receive responses from and the need to objectively compare them means they are also telling these vendors, “But…send me a pitch in this precise format.”

The process can be time-consuming and convoluted, but a winning bid can be extremely lucrative. Fortunately, there are some basic tips and strategies that can make the process more efficient. (more…)

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3 Steps for Gaining Traction as a Thought Leader

Tuesday, July 3rd, 2018

So you want to be an expert? Seems like just about everybody does these days and social media makes it relatively easy, and very inexpensive, to take steps to gain expert status, or thought leadership. We work with a wide range of clients, primarily in business-to-business (B2B) related industries, many who are business consultants wishing to establish themselves as thought leaders in various industries. Here are “3 Steps for Gaining Traction as a Thought Leader”: (more…)

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Cultivating Customer Advocates in a B2B Environment

Tuesday, June 26th, 2018

Hiring marketing or content marketing talent?by Justin Grensing, Esq., MBA

 

Few things can be as effective at generating sales as positive customer reviews. Similarly, and conversely, few things can be as damaging to sales as negative customer reviews. In terms of online retail, a recent survey found that positive reviews influence the purchase decisions of 90 percent of respondents, while negative reviews influence around 86 percent. But that’s in the B2C (business-to-consumer) world. In B2C, there are a relatively large number of customer interactions compared to B2B (business-to-business). This means that while B2B has fewer potential customer reviews to base a purchase decision on, each one is that much more impactful. (more…)

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Online vs. Brick and Mortar: Balancing the Best of Both Worlds

Thursday, June 21st, 2018

content marketing, content management, content strategy, strategic marketing, marketing strategically, strategic communicationsby Justin Grensing, Esq., MBA

 

We often hear narratives about how online retail is replacing traditional brick-and-mortar businesses. Online is more convenient and has much lower overhead. At the same time, others point out that brick-and-mortar still makes up a strong majority of overall retail sales. Customers prefer the tactile experience, the ability to talk to sales representatives and being able to take their purchases home when they walk out of the store instead of waiting for packages to arrive by mail.

The truth is that both sides of this debate are right. (more…)

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Is Retail Really Dead, Or Are We Misreading the Numbers?

Tuesday, June 19th, 2018

Customer reviews, client reviews, best PR firm, public relations, content marketingby Justin Grensing, Esq., MBA

 

We keep hearing about how the growth in online retail represents the ultimate demise of the brick-and-mortar retail store. We hear how online retail giants like Amazon are killing Main Streets across the country, and we hear anecdotes of local brick-and-mortar businesses closing their doors, blaming the rise in online retail. But does that common sentiment assign blame where it belongs? (more…)

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Real Retail Shopping Experiences Aren’t Dead – Yet…

Friday, June 15th, 2018

8970947 - illuminated light bulb in a row of dim ones concept for creativity, innovation and solutionby Justin Grensing, Esq., MBA

When we hear news stories about a local brick-and-mortar business closing its doors after being in operation for generations, the presumed culprit is often the growth of online retail, which grew by 16 percent between 2016 and 2017. People just don’t want to go to a store to make purchases anymore, the logic goes. Online shopping offers far more choices than can be offered in a physical location — which can’t store infinite inventory — and it’s so much more convenient to shop online instead of going to a store.

But don’t make the mistake of writing off in-store shopping. You may be surprised to learn that consumers still predominantly favor the in-store experience! (more…)

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How Negative Reviews Can Help Boost Your Business: If You Handle Them Effectively

Wednesday, June 13th, 2018

Sales professionals will be quick to tell you that a positive customer review goes a long way toward converting prospects into eventual customers. What better way to convince the market that you can walk the walk than to have satisfied customers tell your story for you? Conversely, negative reviews can be quite damaging. Data suggests that positive reviews influence the purchase decisions of 90 percent of respondents, while negative reviews influence around 86 percent.

But negative reviews and customer complaints can actually be good for business. Let’s look at some potentially counter-intuitive reasons why. (more…)

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