Posts Tagged ‘marketing’

Experiential Marketing: The Secret to Building Brand Loyalty

In today’s buyer-empowered marketplace, it is becoming increasingly difficult for companies to establish brand loyalty and effectively reach their target demographics. Audiences have become deafened to companies’ self-promotion, and standard marketing practices are falling short. In recent years, integrated marketing strategies have replaced more singular efforts. However, campaigns are oftentimes still missing a valuable component that is proven to broaden campaign reach and build brand loyalty: Experiential marketing.

Experiential marketing, also referred to as event marketi...
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Oct 13

How to Be UGLY: Finding Your ZAG with Marty Neumeier

Crocs. Cake Pops. Uggs. Snuggies. What do all these have in common? Well, you probably hated them before you loved them. Uggs were ugly, Cake pops were foreign, and Crocs were for geezers.

Turns out, these products had some genius behind them. That genius is called ZAG.

So, what is ZAG? Marty Neumeier describes it in his book, Zag: The Number One Strategy of High-Performance Brands, as the embodiment of what it means to be different.

Today, we all have a need for speed. Amazon ships overnight, Seamless delivers everywhere, messages send in seconds, and what used ...
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10 (PR) lessons from my first Consumer Electronics Show

Last week, I attended my first CES. While I have sent numerous clients to the show and supported the PR outreach around their attendance, I had never physically attended the show.

Fortunately, I have been to many conferences, so I knew a lot about the Do’s and Don’ts, but CES is one of a kind – a show that attracts nearly 200,000 people in the tech industry. It can be an intimidating event for a first-timer like myself. My client has been exhibiting for a number of years, so that helped me to prepare, but there are a few lessons every PR-pro should know if they get a chance to att...
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Jan 20

It’s time for B2B to get social

As B2B companies prepare their 2015 marketing plans and allocate dollars for various programs, it is important to optimize the value of social media and how far an investment in these channels can go to communicate your value proposition and engage your customers. When evaluating the best channel for your message, it is key to remain focused on your target audience. Determining which social media platforms you should allocate time and money to requires an evaluation of your target audience, your competitors, and your industry influencers social media behaviors.  These behaviors include not o...
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Jan 13

Dear Media List: It’s not me, it’s you.

Media list, media list, media list. As a PR specialist’s “life line” to reporters, a robust media list that spans multiple vertical publications, as well as mainstream outlets, is critical to a successful PR program.

Hours are spent sorting through media databases and vetting reporters to get that “perfect list.” As a result, the media list becomes the first place many PR professional go to find a reporter to pitch.

While this is a great first step, it is equally important to remember that every reporter that could be targeted for your story may not be in your list.  Hav...
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Dec 11

Common Image File Formats and When to Use Them

Why do I need to know image file formats?

Whether you are a junior designer or a non-designer charged with exchanging files with a design staff, web development staff and/or commercial printer, knowing the basics will help you quickly get the right kind of file into the right hands. This will reduce the wasted time and frustration of unnecessary back and forth, costly printing errors and poor-quality images that demonstrate a lack of professional standards.

The following is an introduction to image file formats without getting into all the overwhelming technical detail.

What ...
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Dec 04

Breaking Through on Wikipedia

Ah Wikipedia! The stand-alone source that almost everyone goes to when in need of instant information that is written in plain language on just about anything. With so many people using Wikipedia, adding your story to a wiki post can increase awareness, visibility, credibility, and traffic to your website.

Wikipedia can serve as a valuable channel when leveraged appropriately, in an unbiased way.

Here are 5 tips to posting on Wikipedia:

1 - Research: Before jumping into the Wiki-sphere, it is critical to review posts where you think your input would be suitable. It is best ...
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Nov 20

Graphic Design 101 — The Creative Brief

First things first: the Creative Brief.

So, what is a creative brief?

Think of a creative brief as a sort of map that will lead the team’s creative thinking from problems to solutions. Now, more than ever, creative briefs are a necessary first step. They provide a skeleton or blueprint for your creative approach, which includes well-identified and well-articulated summary of the key factors and variables that can impact a project. It also includes things like client preferences, information about competitors, business and brand goals, and project particulars. Attempting a project...
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Nov 13

5 New Ways to Increase Your Twitter Followers

"If you build it, they will come.”

Maybe that statement works for building baseball fields, but it doesn’t hold true for boosting Twitter followers. Gaining followers takes work. Half the battle may be creating an account (and getting the best handle name known to man), but the other half is what matters most – following and being followed. It’s essentially the entire premise of Twitter.

For PR specialists, Twitter can be a vital tool for disseminating messages, reading breaking news and reaching reporters or editors. Growing your followers can be tricky, but it’s n...
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Nov 04

Changing Your Perspective: 5 Tips for Successful Change Management in Marketing Programs

Change is a constant – in business and in life. Embrace it or fight it, there’s no denying it. Change is disruptive, often messy and always challenging. It is also necessary for innovation and growth. In marketing, it is vital to innovate often – moving faster and smarter than your competitors.  Where new products and solutions are concerned, the first to market has a clear advantage to dominate mind and market share. Even established brands that fail to recognize user needs and respond quickly, and with the right message, are in danger of becoming irrelevant. Apple’s iPod took ou...
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Oct 28