What does your marketing look like at 30,000 feet?

Satellite View of Erie PAI know that it’s a little late to be thinking about your 2014 marketing strategy, but for many, the first quarter of a calendar year is still the “waiting period” for marketing and advertising investments, with planning foremost on the docket. It’s the second quarter when many small businesses and non-profits enter the game.

However the ebb and flow of your organization works, it’s always important to have a yearly comprehensive look and evaluation of your marketing strategy. Continue reading

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How many ways can you leverage your content?

Content Is KingAs long as I can remember in my professional career, the phrase “content is king” has resonated powerfully in my ears.

Whether you are producing a blog or a morning show, what you say and how you say it, i.e.: content, trumps everything. But the cool thing about the digital and social era in which we live is the multitude of channels through which you can distribute your amazing content. Have you ever considered how many different ways you can utilize one creative work to maximize its exposure?

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Why is one ad so much more memorable than another?

During the big holiday selling season of 2013, one television commercial stood out among the sea of thousands of ads as a heart-warming yet powerfully effective demonstration spot for this product.

It started out as we follow this apparently angst-ridden teenager who was dragged to Grandma’s house for Christmas. The narrative predictably shows that this boy is seemingly so bored that he can’t get his eyes out of his phone. But then the plot twists as the family gathers around the TV and the boy shows the results of his preoccupation with his smartphone: he was in fact producing a moving video of the best of family and their mutual love, bringing tears to both those on screen and the rest of America watching.

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The one killer app that could break out your brand

How much would you be willing to spend for a marketing channel that reached on average 92% of the people in your market, including 92% of Millennials (18-34), 94% of Gen X’ers and late Boomers, and 89% of Boomers and older*? What if I told you that this was a free, ubiquitous wireless channel that needed no specialized software or major technology, and that it was the primary marketing channel immediately available to the consumer before most buying decisions are made. Doesn’t that make you excited as a brand advancer?

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Three social media mistakes that make your brand look bad

Everyday I encounter the output of those entrusted with their company or organization’s brand making mistakes on social media that make them look bad. I’m not saying “less effective,” or “marginal,” but wrong, bad, ignorant, even disappointing!

Here’s my rant, in no particular order:

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Maybe you’ve been writing your headlines for the wrong audience

Monday at the Poynter Future of News Audiences forum, the director of audience development at Upworthy, Andrew Forrest basically said that the key to their wild viral content success is in how they write headlines.

Upworthy is a content curator that has reached over 50 million people in just a year and a half, with the goal of engaging readers to pass on posts about “Things that matter.” Last year, Pando Daily said that Upworthy, “prides itself on helping videos and infographics about important social issues reach huge audiences through social media.”

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Welcome WCTL listeners!

Today (Saturday, Dec. 21, 2013) my family is sponsoring the Christmas music on 106.3 WCTL. We are so glad to be a part of our community’s Christmas celebration and wish you a Merry Christmas!

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It’s a good time to say “Thank You!”

"Image courtesy of oana roxana birtea/ FreeDigitalPhotos.net"

Image courtesy of oana roxana birtea/ FreeDigitalPhotos.net

If you are a leader in a non-profit, or running a small business, the next six weeks will be among the busiest of the year for you; the run up to Christmas and year-end.

So maybe this isn’ t a great time to add to your “to-do” list, but let me remind you of an investment that will pay dividends next year, make you feel good, and is just the right thing to do.

Say “thank you.”

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Uncovering your story

What's your story?What’s your story?

How do you decide what to tell prospects, stake-holders, donors, or community members about you and your organization? What does it take to get around the cliches and the descriptors that don’t distinguish your unique reason for existing?

Over a series of posts, we want to examine the power of story; beginning with identifying distinctives through crafting verbage to choice of communication channels.

Stay tuned…

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