September 22nd, 2020
You Should Be Utilizing ABM in Your Marketing Strategy
Picture a marketing funnel. The process goes from attracting to nurturing and then converting your collected leads.
But what if you flipped that funnel on its head? First, identifying leads that have a higher interest – and a higher likelihood of closing on your product – and then sharing engaging and personal information that applies to their need(s). This is account-based marketing (ABM). Read More
September 16th, 2020
Don’t Fall into the Data Targeting Trap When Trying to Reach Minority Consumers
By now, you’ve probably seen the statistics. Minorities have $3.9 trillion worth of buying power. 44% of millennials are minorities. According to a Pew Research Report, Gen Z (post-millennials) is the most racially and ethnically diverse group. Many businesses that once viewed minorities as an emerging segment are starting to ensure that they are a core part of their strategy. In order to reach them, businesses are implementing digital advertising tactics. Read More
August 26th, 2020
Episode 6: Why a Customer-centric Marketing Strategy Works Best
Creating a solid marketing strategy is no easy feat. But as someone who has led successful marketing campaigns for a number of well-known clients (like Warner Brothers and TD Ameritrade), Jackie Miller, Bozell’s CMO, shares some helpful insights in this month’s episode of Marketing Then & Now. From putting the client at the center of your planning to redefining the word “stakeholder,” Jackie offers insightful thought-starters on how to better understand your audience and put together a marketing strategy that is as efficient as it is effective. Read More
August 14th, 2020
Three Ts Every Social Media Strategist Should Live By
Imagine the Statue of Liberty. She’s a little over 300 feet tall. Crazy enough, that just happens to be the average number of feet of content a person scrolls through their phone each day.
So, in a world where there is more content on your phone than ever before, how do you stand out? I can’t give you a magical secret recipe, but I can offer the three Ts that I go by, that’ll also give your business’ social strategy a fighting chance. Read More
August 10th, 2020
Change Starts Now
The 1960s are seen as a hinge point in American history from both those who welcomed the change and those who feared it. But that decade proved to be a tectonic shift socially, culturally and politically – tackling issues from civil rights, immigration, feminism, the Vietnam War and environmentalism.
Similar to the 60s, as we ushered in 2020, we began seeing fundamental shifts and a call to arms on many fronts. From sustainability, gun control, feminism (#MeToo), Read More
July 27th, 2020
Not All Flour is The Same
King Arthur Flour recently showed up on AdAge’s list of “America’s Hottest Brands 2020” which highlights brands that are thriving during tough times.
This got me thinking. It’s just flour, right? Isn’t all flour the same? How brand loyal to a commodity can consumers really be? Well, after further investigation, King Arthur makes it hard for you to turn a blind eye. King Arthur has a consistent, authentic voice. One that represents its employee-owned heritage. Read More
June 26th, 2020
Welcome to the Gen Z Era
Sorry, millennials, your reign is over. Alas, it was short-lived, and we’ll always remember you for your avocado toast, but a new generation stepped up to the plate: Generation Z. Gen Z, born between 1995 and 2015, grew up in the Internet age. They think mail has always been digital and video chats were second nature to them even before COVID-19. They are confident, empathetic, diverse, independent and adaptable. And, even though many of them may only be kids, Read More
May 21st, 2020
Everyone Wants to Help Small Businesses Through COVID-19
But Who Really Means It and Who’s Just Masking a Lame Attempt to Get Our Money?
That’s a huge new thing. I get numerous emails every day from companies claiming to be experts that want to help us through this pandemic – but who really means it?
Many do. My bank and law firm, and even my CPA firm send me critical information on what grants and loans are available and what rules are in place, Read More
May 7th, 2020
Now more than ever, we’re here to help. Together.
“We’re in this together.”
“In times like this.”
“Now more than ever.”
“We’re here to help.”
Not long after the spread of COVID-19 in the U.S., we became bombarded by TV commercials and Facebook ads from various brands saying these same phrases. Over and over. So much so, that one of my co-workers pointed out we could be playing advertising bingo every night with all of these now mundane phrases. Read More
March 30th, 2020
Advertising During COVID-19
This is a scary time right now. There are a lot of unanswered questions. New information is being revealed every day. Things are changing constantly. People’s lives and daily routines are being turned upside down. That’s all a given. But here’s another …
Now is not the time to go silent.
People really do want to know how brands are responding to this pandemic. A couple weeks ago, our CEO, Kim Mickelsen, mentioned that now is the time for overcommunicating. Read More