Put Four Things On Your To-Do List.

During a crisis like this one, marketing can feel insensitive — and ineffective. But it’s not — if you do it right. Here are four things every business owner or marketer should be doing to quietly build momentum toward a recovery. And one thing you shouldn’t be doing. SEO Use all that free time and talent to optimize your website Read More

Three Awesome Things to Do Right Now.

Since the pandemic has many of us hunkered down right now, this is a great time to tackle those “big picture” marketing priorities that so easily get sidelined by day-to-day demands.  You want — and need — to come out of the current crisis as quickly as possible.  Here are three examples of big marketing Read More

What Now? Rethinking Marketing & Sales.

For your consideration: eleven suggestions for sales and marketing in this new environment. 1. Stop sending emails with “Coronavirus” or “COVID-19” in the subject line. Seriously.People are inundated with these emails. They’re nearly all the same. Same phrases. Same steps. And they’re constant Coronareminders. Don’t waste your customer’s time and trust with another boilerplate message about what you’re doing. Put it on your Read More

Serving Customers in Perilous Times

Our March Brews & Brands last week was, hands down, the best session ever. And it began with a simple question: What now? In light of current events, how do we all pivot from a high-touch way of doing business?   What followed was two hours of fantastic conversation, questions, insights and ideas. Here are just some of Read More

Thinking Beyond ROI

A recent article talked about a marketing campaign intended to push traffic to a website, where consumers could make a purchase. Tracking showed that while the campaign was indeed driving people to the site, those people weren’t buying once they arrived. So the company shut the campaign down.And online sales plummeted. What the company misunderstood was customer Read More

Are You in the 5%?

Before marketing can have any impact at all, it has to do one thing. It has to grab your attention in under three seconds. Three seconds. That’s where more than 95% of all marketing fails. Which means marketing dollars wasted. Here are five ways to stay in the 5% instead. And you have to do them in your headline, in Read More

The Good Thing About Bad News

Wernher von Braun, the only person ever to win two individual Nobel prizes (and one of the only two recipients of Nobels in two different categories), offered some advice that applies as much to marketing as science: “Look for problems and bad news.” In marketing, that approach offers two powerful benefits. 1. Outperform Your Competition Read More

Smaht Mahketing; Six Pointers from the Super Bowl

The price for a 30-second Super Bowl spot reached $5.6 million this year. Did advertisers get what they paid for? Some did. Here are six ways they can remind you how to get your money’s worth from marketing. Weird and engaging aren’t the same thing. Every marketing message has to answer the same question: what’s the point? Take Planters’ “Baby Read More

Are You Sabotaging Your Social Media?

It happens a lot. Companies — especially smaller ones — hire a social media person whose sole qualification is that they spend a lot of time doing their own social media. Then reality sets in. This person you hired may know which filter to use with a selfie. But they rarely know your company. Or your customers. Or your Read More