What Beer Companies Can Teach Us About the Dangers of Publicly Attacking Competitors

May 28th, 2019

The growth strategyand corresponding marketing strategyof a company has a lot to do with the nature of its industry. When a new market is developed or discovered, we say there is a blue oceanan unmet demand in a market that isn’t served or is vastly underserved. Market share and sales can be increased by simply letting consumers know that a product or service exists and convincing them that they want the product. By contrast, in a red ocean, the market and the major players are already established, and the market is saturated. The only way to increase market share is to take market share from a competitor. That can be exceedingly difficult to do. Read the rest of this entry »

Forget Disruptive Innovation: How NON-disruptive Innovation Can Help You Expand Your Market

May 27th, 2019

Many of us are familiar with the concept of disruptive innovation: a new product or service enters the market and overthrows established competitors by fundamentally changing the paradigm. Common examples include the advent of the automobile, the personal computer,  or direct streaming services. But, do we really need to be disruptively innovative? Read the rest of this entry »

What Notre Dame Donations Can Teach Us About Philanthropic Marketing

May 22nd, 2019

by Justin Grensing, Esq., MBA

Corporate philanthropy can be a great way to boost an organization’s brand. Customers like supporting companies they feel are contributing to the good of society, and philanthropy often comes with various forms of publicity as well—whether it’s media coverage of a donation or sponsor recognition attached to an event or building.

The recent tragic fire at Paris’s historic and world-famous Notre Dame cathedral Read the rest of this entry »

6 Steps and 6 Weeks to an Effective Content Strategy: Week 6

May 21st, 2019

content marketing, content management, content strategy, strategic marketing, marketing strategically, strategic communicationsJazz is almost ready to implement her content marketing strategy. Just one more important step before she’s ready to go. Read the rest of this entry »

6 Steps and 6 Weeks to an Effective Content Strategy: Week 5

May 14th, 2019

content marketing, content management, content strategy, strategic marketing, marketing strategically, strategic communicationsJazz Jones is anxious to get moving forward with the implementation of her content marketing strategy. She is, after all, eager to begin building her coaching business. But she has just a few more steps before she’s ready to go. The next one, Step 5, is critical and all about keeping the end in mind. Read the rest of this entry »

6 Steps and 6 Weeks to an Effective Content Strategy: Week 4

May 7th, 2019

content marketing, content management, content strategy, strategic marketing, marketing strategically, strategic communicationsJazz Jones has a clear focus on her goals, objectives and her target audience. She knows who she’s attempting to influence and she’s done thorough research into their AIOs (activities, interests and opinions). Now, she’s ready for the next important step in creating a content strategy. Read the rest of this entry »

6 Steps and 6 Weeks to an Effective Content Strategy: Week 3

April 30th, 2019

content marketing, content management, content strategy, strategic marketing, marketing strategically, strategic communicationsJazz Jones is now well underway in the development of her content marketing strategy. She has clear goals and objectives in mind, she’s identified her specific target audience and she’s ready to move on to Step 3. Read the rest of this entry »

6 Steps and 6 Weeks to an Effective Content Strategy: Week 2

April 23rd, 2019

content marketing, content management, content strategy, strategic marketing, marketing strategically, strategic communicationsJazz Jones is hoping to build business for her leadership development coaching for healthcare professionals. She’s clarified her goals and objectives and is ready for Step 2: identifying her target audience. Read the rest of this entry »

6 Steps and 6 Weeks to an Effective Content Strategy: Week 1

April 16th, 2019

content marketing, content management, content strategy, strategic marketing, marketing strategically, strategic communicationsIn last week’s blog post we met Jazz Jones, a physician and former healthcare administrator who is hoping to raise awareness and generate new coaching business through content marketing. Her first step:  Read the rest of this entry »

The Fyre Festival: Some Marketing Takeaways

April 11th, 2019

by Justin Grensing, Esq., MBA

 

A couple of years ago, Ja Rule — a rapper who rose to prominence in the early 2000s — and Billy McFarland — an entrepreneur and now convicted fraudster — organized the Fyre music festival. Billed as a luxury music festival on a Bahamian island with gourmet food, beautiful people and top music acts, the festival briefly made big headlines as a total disaster. Read the rest of this entry »