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Let’s talk about one of the most popular marketing metaphors of all time: The Marketing Funnel. Sales funnels, marketing funnels and conversion funnels are ubiquitous in the business world. It’s an idea that dates back a hundred years, and it goes like this… At the top of the marketing funnel you have […]
Flip the marketing funnel — make it a mountain. Read More »
Are you unclear about the difference between marketing strategy and tactics? Are you struggling to prioritize your marketing efforts and track your successes? Do you know if your strategy is aligned with your tactics — and with your operation, your target market and your brand? Are your marketing efforts out of balance? We can help
Strategy & Tactics – The Yin & Yang of Marketing Read More »
Kevin Plank, founder and former CEO of Under Armour, likes to tell the story of his origin as an entrepreneur. And it always revolves around focus… “For the first five years we only had one product; Stretchy tee shirts,” Plank said. “Great entrepreneurs take one product and become great at one thing. I would say,
Under Armour marketing — Sailing into a big, blue ocean of opportunity. Read More »
Kids get car sick. Cleaning vomit from the back seat is part of every new parent’s indoctrination. But when adults start getting woozy every time they run a quick errand, you have to wonder about the cause. Is it car sickness or the constant barrage of bad radio advertising that makes you want to throw
Is it car sickness, or just nauseating radio ads? Read More »
Marketing videos are popping up faster than you can yell “cut.” The YouTube stats are mind-boggling… It’s the second-busiest website on earth, with 2.7 billion monthly users. There are 114 million different YouTube channels, so you can delve deep into any subject under the sun. Seriously. Five hundred hours of new video content is uploaded
Why most marketing videos fail. (Unscripted advice on the missing ingredient) Read More »
I’ve been writing the Brand Insight Blog regularly since 2007. The single most popular post I’ve ever written focuses on the difference between marketing strategy and marketing tactics. Thinking and planning vs. doing and implementing. Seems there’s some confusion there, to say the least, about the definition of marketing tactics vs. marketing strategy. For example,
Strategic Thinking + Tactical Acting – For better marketing you need both Read More »
Planning, creating, producing and managing an effective advertising campaign is not easy. There are details galore, many moving pieces, and an interesting array of individuals who all need to come together to make it happen. When it does, it’s really quite magical. It’s a rare marriage of strategy, art and salesmanship that produces spectacular results.
Working together for more effective advertising. (13 helpful tips) Read More »
Ever since the COVID pandemic every category in the e-commerce industry has been growing like a weed plant. Everyone wants to know how to make their products look great online so they can cash in on the ecommerce gold rush. Small, family-owned boutiques are starting their own online operations; Bricks and Clicks, it’s called. Manufacturing
Putting your best foot forward – How to make your products look great online. Read More »
The COVID 19 pandemic has created a frenzy of activity in the e-commerce industry. One of my CPG clients saw a 550% increase in online sales – until they ran into supply chain issues and had to post “out of stock” on every item. The new normal for e-commerce is going to be huge. The
The new normal in e-commerce — How to sell more stuff online. Read More »
Marketing is a very judgmental business. Business owners, CMOs and marketing managers are constantly judging their marketing efforts, and it’s almost always on subjective terms. Only a tiny portion of their overall branding efforts can ever be judged objectively, so it’s no surprise that so many people fail to make good marketing decisions. Ad agencies
Judge Not. (And make good marketing decisions.) Read More »
