marketing strategies

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?

In early January, content posted on Teen Vogue’s website began trending on social media, which should have delighted the magazine’s editorial team. The article focused on how Facebook planned to tackle politically-driven misinformation campaigns on its platform. But the article itself was misleading. Though appearing as editorial content, it actually was a paid piece from Facebook. Teen Vogue initially added an editor’s note labeling it as sponsored content. When the controversy failed to die down,...

Creating Sponsored Content People Want to See

Digital marketing is about to hit a major disruption. That’s especially true for organizations reliant on buying rather than building lists, gauging campaign effectiveness through web metrics, and sending content to recipients without their explicit permission. All of those practices are impacted by the nation’s most stringent consumer data privacy law: the California Consumer Privacy Act (CCPA). Though CCPA received a lot of attention when it first passed in summer 2018, it’s only been in recent months...

Making Sure Your Digital Marketing Meets CCPA

I laugh every time the young “Liberty-bibity” dude appears in the Liberty Mutual Insurance TV ad spot called “Bad Job.” I find myself mimicking his silly hand gestures. I’m disappointed when the brand airs an alternate ad from their long-running “Truth Tellers” campaign, like LiMu Emu & Doug, because Bad Job is exceedingly funny. In any case, bravo, Liberty Mutual … as a consumer, I’ve taken notice of your brand.  The insurance giant’s Bad Job...

A Humorous Approach to Marketing Can Be a Moneymaker

If you are on Facebook, Instagram, LinkedIn or a number of niche platforms, like TikTock and Snapchat, then you are likely being bombarded by brands, not just through direct marketing and digital advertising, but through brand ambassadorships. There are laws governing how companies can market online to consumers. What hasn’t gotten as much attention are federal regulations surrounding social media users who peddle productsthrough personal posts. Many of these are non-celebrities flattered that a company wants...

Under the Influence: How to Spot Social Media Violators

We care about your success.

If you need help, we’re here for you!