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September 10, 2014 Marketing by Jeff Welch
You are defined by who you do business with as much as who you don't do business with. And it's both unrealistic and a mistake to target everyone. More businesses of all kinds should wear their ethos more proudly. They should align themselves with particular causes because that's how you create a passionate customer base. It's not some distracting corporate social responsibility initiative—it's basic marketing.
August 26, 2014 Marketing by Donnie Clapp
Have you ever spent a lot of time on a great email response to someone you’re working with? What happened when they got it? Did they accept your arguments and live happily ever after? Email isn’t a platform for collaboration; it’s a platform for debate. And to prove it to you, I want to transport you to the best marketing agency that ever was. Imagine for me, if you will, the offices of Sterling Cooper Draper Pryce.
July 31, 2014 Marketing by Mike Geraci
There it was, in full glory at the bottom of Backcountry.com’s latest email newsletter: The Tote Bag. The online store that started with a handful of ski bum friends in a Heber City, Utah garage and grew into a $300 million, 600 person juggernaut thanks to its disciplined focus on elite and core outdoor athletes was now pushing an L.L. Bean mainstay.
June 9, 2014 Marketing by Jeff Welch
Complexity. That's where the analogy between building a house and marketing begins. Loads of specialists each working on their own little piece of the project, on their own schedule, with a tedious list of deliverables. Coordinating all those moving parts can be brutal. And the risk of screw-up is large. The dream home can quickly turn into an over-budget, over-delayed nightmare of bad taste and crappy materials. Sound like any marketing efforts you've worked on?
April 24, 2014 Marketing by Donnie Clapp
Quick—where’s the last place you watched a film, TV show, or other video? Why should a travel marketer care? Because it affects how we conceptualize the idea of video for our brands. If place is a physical location, then the important thing about brand video is finding the right channel to get the message to that place. But if place is the channel, then what matters is how well the message adheres to the rules of that channel. I’m here to tell you that whatever the case may have been for the past 10 grey-area years, the channel is now paramount.