Posts Tagged ‘Marketing’

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…)

No-Cost, Low-Cost Ways to Boost Your Brand

Tuesday, July 30th, 2019

We’ve previously discussed the challenges many companies face when trying to calculate an ROI on their marketing efforts. For small and medium-sized businesses, this can make it difficult to justify increasing spend on marketing efforts.

But, just because you feel like you can’t spend more money on marketing doesn’t mean you can’t invest in your brand. (more…)

The Promise and Perils of Performance Marketing

Tuesday, July 23rd, 2019

market research, marketing researchOne of the challenges for — and criticisms of — the marketing function is that it’s often difficult to calculate an ROI on a company’s marketing efforts. For example, how does a soft drink or beer company determine whether or not their multi-million-dollar Super Bowl ad was worth the investment? How can they tell whether a customer made a purchase based on that ad as opposed to a purchase they were going to make anyway? Not an easy task.

And yet both employers and clients want (and deserve) to know if their marketing investments are paying off for them. Fortunately the measurement game these days is often much more straightforward than in the past.  (more…)

Key Takeaways From Amazon’s NYC Exodus

Thursday, February 21st, 2019

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

On February 14 – Valentine’s Day – Amazon announced a break up with New York City. The company faced intense backlash from community members after it was announced that the much-anticipated HQ2 would be split between New York and Arlington Virginia.

Here are some takeaways from a marketing perspective on the tech giant’s big decision. (more…)

How Social Media is Changing Advertising and PR

Wednesday, November 21st, 2018

(excerpted from 21st Century Secrets to Effective PR: Tips and Best Practices for Gaining Media Exposure)

In the “old days,” there was advertising and there was PR. Advertising was paid communication that we created about ourselves. PR was communication that we earned through creating relationships and clever pitches to the media gatekeepers who would then share information about us on our behalf. Social media represents a new communication option that has had, and will continue to have, a marked impact on both advertising and PR. (more…)

The Blurred Lines Between PR, Marketing and Advertising

Wednesday, November 7th, 2018

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…)