Marketing

Two Brands Can Be More Credible Than One

By Ford Kanzler, Partner, Marketing/PR Savvy When big and small fish swim together, it can benefit both. Cooperating on public relations efforts often gains greater media attention and increased credibility. It’s not only about smaller companies benefiting from larger partners. Cooperating in a PR environment can boost communications effectiveness for both brands because two aligned…

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Let Your Content Talk

By Debra De-Jong, Owner, Tip Top PR Without any doubt – content is king. To get your message across, your content needs to be focused on the target audience. To find out what your customers want, you need to map the customer journey. Once you know why, how and when your target audience makes decisions,…

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Get Up And Get Generating That Content

By Dian Griesel, President, Dian Griesel International Blogs and websites that have rich content are always going to do better than those that don’t. Logically enough, that’s just common sense. It’s easy to write about a topic you’re passionate about, but even the most passionate of bloggers can come down with a case of “blog-block” and…

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The Secret Technologies Consultants Can’t Live Without

By David Berkowitz, Serial Marketer People working for large corporations these days are constantly told to think and act like they work at a startup. Fail fast. Be nimble. Wear hoodies. Here’s a different take on that advice: act like you’re self-employed. After a 15-year streak working for media and marketing firms with barely a day’s…

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Why It’s Good To Put Emotion In Your Marketing Message

By Debra De-Jong, Owner, Tip Top PR As companies of all sizes, including freelancers, we want to get our marketing message across. So how do we know if our target audience “get it”? Often, people will compliment you on your website, blog, or branding. That’s nice, but do they really want to buy from you…

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Masterful Marketing: Academy of Art University Helps Students Launch their Careers

By Wendy Glavin, Founder & CEO, WendyGlavin.com New York Fashion Week #NYFW is in full swing. The featured shows on Saturday night, September 10th were Alexander Wang, Designer’s Collective, Binzario and the Academy of Art University’s Spring 2017 Collections. With all the shows happening throughout the city, there were no empty seats at the Academy of Art University’s 20th show at The Arc, Skylight at Moynihan Station. As I walked…

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The Generational Trifecta: Yet One More Reason America is in Turmoil! (Op-ed)

By Ann Arnof Fishman, President, Generational Targeted Marketing  America is in the midst of change, no doubt about it! Pundits have given many reasons for the tossing and turning of the American middle class, a new kind of “sleeping giant.” The down economy, the immigration influx, globalization versus nationalization – all have been addressed, but no…

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Getting Honest About Brands: Why Artisanal is the New Black

By Dwayne Flinchum, President & Founder, IridiumGroup The corporate social responsibility game has come a long way in recent years. CSR is no longer relegated to cause marketing relationships or a feel-good commitment to sponsor a local 5K run for a charitable partner. In recent years, top-performing brands have recognized and capitalized on tremendous growth opportunities…

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Marketing Expert Rebecca Lieb Releases New Research: Contextual Campaigns

By CommPRO Editorial Staff Just released research by marketing expert Rebecca Lieb, Contextual Campaigns: Content, Context and Consumer Connections in a Post-Screen world, looks at  risks, rewards, case examples and first steps into the contextual journey. The report, the result of some 20 interviews with senior digital executives at companies like Disney, GE, Nestlé, agencies…

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Let the Post Olympics ‘Games’ Begin!

By Marty Brochstein, Senior Vice President, Industry Relations and Information for the International Licensing Industry Merchandisers’ Association (LIMA) We’re well into the warm afterglow of the Summer Olympics, with a panoply of U.S. medal winners basking in the adulation. For some of those stars, there will be a chance to convert the high profile and…

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That Pesky Strategy Thing

By Dwayne Flinchum, President & Founder, IridiumGroup It’s always interesting to ask a marketer about the strategic plan for their company. The conversation is typically a rapid-fire dialog of digital activations and brand deployments until I utter those magic words: Strategic plan. At that point, very often, silence. It’s amazing how many companies don’t have…

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Survey Finds Improving Optimism in Content Marketing

By Frank Strong, Author of the blog, Sword and The Script Marketers are reporting better results stemming from content marketing. That’s according to a recent survey published by Ascend2 titled 2016 State of Content Marketing Survey Summary Report. The study found the vast majority of the 219 respondents to the June 2016 survey were fairly…

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Defining Your Brand: Throw Creativity Out The Window

By Katy Dwyer, Partner and Creative Director, Hand in Hand Marketing Throw creativity out the window. That is probably a very shocking statement from a creative agency, and especially coming from the creative director herself. Let me explain… The marketing misconception. There’s a preconceived notion that all of us in the marketing/advertising field spend their…

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That Human Capital (Creative) Thing

By Dwayne Flinchum, President & Founder, IridiumGroup My career could be summarized as a comfortable, or at times, uncomfortable pairing of art and commerce. I tried relentlessly to empower myself and arm any creative professional working on my team with information about the customer. I was at lunch recently with an old friend and former client,…

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What is Your Core Value?

By Wendy Glavin, Founder & CEO, WendyGlavin.com The subject of Harvard Business Review’s September, 2016 Issue is: What Do Your Customers Really Want? The authors describe ‘30’ “elements of value” that meet four kinds of needs—functional, emotional, life changing, and social impact—and that, when optimally combined, increase loyalty and revenue growth. Despite the fact that…

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7 Customer Retention Strategies with Digital Signage

By James Derrick After your marketing skills have attracted numerous customers, retaining them is usually very cumbersome. Sometimes, serving a huge number of people will lead to dissatisfaction among the customers themselves. Finding a way to keep them comfortable in the waiting line will become mandatory. Listed below are the strategies for retaining clients using digital…

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Sinking Fast: The Ryan Lochte Rio Drama Has Widespread Brand Repercussions

By Linda J. Popky, Founder, Leverage2Market Associates It was exactly what we had been warned to expect from the Rio Olympics: A group of American star athletes mugged at gunpoint by thugs impersonating Brazilian police officers. It sounded horrible. And it was—but not for the reasons we originally thought. It’s become apparent that not only had this…

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