marketing strategies

Beyond the worry, fear and suffering caused by the pandemic, people have managed to remarkably change directions in their personal and professional lives, demonstrating great resiliency. Take a step back from the flurry of pandemic-time workplace changes to notice how your coworkers are able to quickly set aside best-laid plans when current products or services aren’t meeting the needs of the market.  Pre-pandemic, a change of direction would likely be identified and resolved at a slower...

Finding a Path Forward … Quickly

As a business, Twirling Tiger Media is required by law to complete the U.S. Census Bureau Annual Services Report. Sometimes, the U.S. Census Bureau requires businesses to drill deeper via additional surveys, such as this year’s 2021 Annual Business Survey (ABS). The statistics collected by the ABS are used by government program officials, industry organization leaders, economic and social analysts, business entrepreneurs, and domestic and foreign researchers in academia, business and government. Annual results are eventually made...

Thanks for the Reminder, Uncle Sam

Before my recent move to temporary housing, I gave away all of my gently worn dinnerware … except for a few favorite mugs that, unlike others, keep my tea hot and four pasta bowls that proved indestructible. I’ve since been searching online for the perfect replacement dinnerware set for use in my new forever home that is due to be ready this summer. I’ve been fervently researching mass-produced dinnerware to assure a purchase that will...

Building Trust, Not Just Brand Recognition

The pandemic forced B2B content marketing campaigns to pivot as technology trends accelerated and public health orders altered both corporate practices and consumer habits. Those problems with content marketing will continue into 2021. Other issues, though, existed long before COVID-19 came on the scene. Projects have long gone off the rails, and clients have resisted good advice for probably as long as it’s been given. It can throw off our creative mojo and ABM goals...

The Problems with Content Marketing

Your company has its values established and adheres to them … right? And if they do, as an employee, you know your company’s values and abide by them … right? (Even better for all if your personal values align with those of your company.) “Yes” and “yes” should ideally be your response.  The core standards that companies embrace are what shapes the essence of their identities. These standards, or values, support a vision that create their...

The Importance of Upholding Company Values

The other week a client asked me to craft a message to customers after the company made a major pivot. The change in direction meant unusual partnerships and new priorities. It also meant layoffs and inventory shortages in coming weeks. “Make sure it reflects sensitivity and compassion,” a key executive urged. A lot of companies continue to do something similar in their respective regions and industries. Their messaging is clear: We’re still open for business,...

Watch What You Say During a Pandemic

Dear Marketers, Stop marketing the way you planned for 2020. In the face of a global pandemic and recession, your business-as-usual, overt content marketing strategy intended to garner profit only is causing you to lose both trust and customers through insensitivity. (Sadly, I still see many companies doing so.)  Offer empathetic messaging I realize you and your team have put countless hours into your 2020 marketing strategy in support of your company’s investments, such as...

Moving Brand-Building Campaigns to the Forefront

It’s easy to continue a pattern of avoiding making changes in how you work, or in the products and services that you offer … there’s no complexity, resistance, adjustment period, financial or reputation risk. However, if you don’t explore new ideas, innovations will roll on by without you, gobbling up your once-customers and prospects. Author and professional speaker Catherine DeVrye was spot on when she said, “Remember that the six most expensive words in business...

What’s Your Innovation Process?

We care about your success.

If you need help, we’re here for you!