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
January 31st, 2020
Super Bowl LIV Ad Reviews by Ad People
Photo credit: MediaPost, Nov 2019
The good, the bad and Sam Elliott’s mustache.
Robin Donovan, President
When it comes to TV commercials there is no more widespread, public venue than the Super Bowl. Advertisers in the Super Bowl must be prepared to wow the audience, the whole audience, even the part that does not fall within their target demographics. In order to generate a level of excitement worthy of the Super Bowl, most advertisers choose to make their commercial hilariously funny, Read More
January 2nd, 2020
Words Grandma Will Understand
From the very beginning of my copywriting career, I have followed one simple rule of thumb …
Creativity comes second to effective communication.
Because of this, my preferred approach to writing is simple, clean and conversational. Basically, I like to write how people talk. It’s a faster read and much more relatable. Read More
December 6th, 2018
Think Outside the Influencer Box
“Influencer marketing is the fastest-growing online customer-acquisition method.” (Digital Marketing Institute). Word-of-mouth marketing (WOMM) is influencer marketing, and a critical component of public relations and social media strategies. Influencer marketing focuses on viewer engagement with a recommendation from someone the consumer trusts, using individuals and organizations to influence consumer decisions and provide additional brand exposure. Read More
March 27th, 2018
You’re Not the Audience
There’s a (probably) apocryphal story about Henry Ford, that he told his advertising manager he was tired of seeing a particular Ford ad, and it was time to create a new one.
But the ad hadn’t actually appeared in the media yet. He was just tired of seeing it in interminable internal meetings, so he assumed everyone else would be bored with it, too. Read More
November 29th, 2015
“One Metric” – The Holy Grail?
The Advertising Age article, One Marketing Metric to Rule Them All? Group Believes It Has One is if not the latest, one of many recent pieces published about some of the wonders new technology and media can offer: increasingly precise and real-time measurements of the impact of marketing and advertising initiatives. Read More