Posts Tagged ‘Marketing’

The (Absolute) Power of Product and Its Impact on Your Marketing

Tuesday, September 6th, 2022
Marketing is a must-have for businesses of any kind and any size. In fact, all businesses are using marketing to some degree whether they know it or not.

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When You Make It All About You, You Lose

Tuesday, June 21st, 2022

Whenever I’m called upon to offer a critique on or advice about a company or consultant’s copy – whether it’s on a web site, in a brochure, an ad, a blog, or whatever – the first thing I do is read through the copy to see whether the focus is on “we/me” or “you/your.” Most of the copy I look at is the former. A quick, easy and relatively painless way to improve it (more…)

Challenging the Notion of TOFU, MOFU, BOFU – What Does Today’s Buyer’s Journey Really Look Like?

Tuesday, November 16th, 2021

17543135 - hand drawing website marketing concept with white chalk on blackboard.

First there was AIDA, then the notion of a sales “funnel” emerged and the concept of a buyer’s journey that began at the top of the funnel (TOFU), moved to the middle of the funnel (MOFU) and ultimately ended with a sale at the bottom of the funnel (BOFU). But is this concept too simplistic—and too linear—to truly represent today’s buyer’s journey? Was this model ever relevant in a business-to-business environment? Are content marketers wasting their time attempting to create copy that focuses, discreetly, on TOFU, MOFU, BOFU?

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“Must Do” Marketing Lessons Learned During COVID-19

Wednesday, February 10th, 2021

Customer reviews, client reviews, best PR firm, public relations, content marketingI’ve been doing a series of webinars during the pandemic for a Women’s Business Center in my area on topics related to marketing and maintaining a business presence. As part of the process, I’ve been spending time reviewing, analyzing, and reporting on various best practices that I’ve either seen or that I’ve practiced with clients or my own business. It’s been interesting to watch how many businesses have successfully, and quickly, changed their processes or entire business models to adapt to “the new normal.”

Yet some haven’t. (more…)

The Blurred Lines Between PR, Marketing and Advertising

Friday, November 13th, 2020

There’s a raging — and quite interesting — debate that I continue to see taking place in various online forums about the relationship between PR and marketing. I’ve found it especially interesting because I recently was engaged in the same debate while teaching PR courses at a local university. Surprisingly to me, there is a group that believes quite strongly that PR is not part of marketing: that it is a separate and distinctly different function within an organization.

Frankly, that’s just “crazy talk” to me. (more…)

Marketing During, and After, the Pandemic

Friday, June 19th, 2020

As businesses slowly begin to open back up, many find themselves doing business far differently than they may have before the pandemic. Safety is top of mind. Not all customers feel comfortable at this point, interacting in person with the businesses they may have frequented without fear in the past. That means for many companies, a combination of in-store/in-person and online or socially distanced interactions. Many are operating on the fly, figuring things out as they go. But now may be an excellent time to take a step back and update, or create, a marketing plan to help you move forward more strategically. 

Here’s some advice for doing just that: (more…)

Time-Tested Tenets of Effective Marketing Haven’t Changed in 100 Years

Wednesday, February 19th, 2020

In the digital age of rapidly increasing technology and here-today-gone-tomorrow fads in fashion, popular culture and consumer tastes, it can seem like the rules of marketing are constantly changing, rendering obsolete what may have been sound advice just 10 or 20 years ago. But despite the near-constantly changing winds at the edges and frontiers of the marketing industry, the vast majority of the core principals remain unchanged and have stood the test of time. (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…)

Important Marketing and Branding Takeaways From Krispy Kreme and a Youthful Entrepreneur

Wednesday, November 27th, 2019

by 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…)

That’s Irrational! The Weird Ways Consumers Behave and Why

Thursday, August 1st, 2019

Economic theory has some fundamental assumptions underpinning it. One of the most important is that people behave rationally. In other words, that the decisions we make are designed to fulfill our best interests.

But we know this is not always the case. (more…)