Archive
Giving Instead of Giving Up
April 1, 2020
Growing Market Share Giving Instead of Giving Up With health and economic concerns making headlines, it’s a good time — a necessary time — for your brand to be a considerate friend. Today, brands should act according to their principles — the same ones you uphold during normalcy. There’s no reason for your brand personality to shift into a press release robot. Instead, let the situation expose your core beliefs and strengths. Show people who your brand is when it’s not making money. You may not be able to produce a cure, but you can make life easier for somebody.…
What now? Postpone, Maintain or Double-Down on Marketing
April 1, 2020
Growing Market Share What now? Postpone, Maintain or Double-Down on Marketing Businesses are faced with big questions in times like this. For marketers and the marketing-minded, everything starts with budget: should we postpone, maintain or increase marketing spend? There are three schools of thought resulting in three options. They each have their own merits, but it ultimately boils down to a look at short-term vs. long-term vision. Postpone Mindset “We lack certainty, so we’re freezing everything for now as we collect more data. We can afford to take a hit as we regroup and monitor the situation. We’ll keep an eye…
Quarantined Customers & New Behaviors
March 31, 2020
Growing Market Share Quarantined Customers & New Behaviors People are stuck at home. Buyer behavior has completely shifted, and it continues to shift weekly, if not daily. To keep up (and hope to stay ahead), we have to continue re-evaluating the shifting needs of customers and their current homebound reality. New habits are developing, and some will not be changing back. Where do you even start? Good answers start with good questions. Which is your core audience? a) The SaversNo matter the income bracket, they’re cutting back across the board. They’re hurt. They’re scared. They don’t see this ending soon.…
Brainstorm: Grassroots Launch
March 4, 2020
Resources Brainstorm: Grassroots Launch Use the following framework to plan a grassroots rollout strategy using Shared, Owned and Paid Media channels. Shared Media is the emphasis at this stage. (hence the additional real estate on your worksheet) It requires patience, creativity and activating in a way that encourages audience participation. Download the PDF and give it a go. (It's not gated, but do reach out and tell us if it was useful.) Let us know what you’re pushing towards. Get in touch for more information on our case studies or marketing framework resources.
Audience Influence Mapping
March 4, 2020
Resources Audience Influence Mapping Use the following framework to help identify the endorsements that matters most. You might be surprised to learn you're currently messaging to both audiences with similar messages. Identifying who's who and their unique purchasing decisions may unlock the change you need to level up your brand messaging. Download the PDF and give it a go. (It's not gated, but do reach out and tell us if it was useful.) Let us know what you’re pushing towards. Get in touch for more information on our case studies or marketing framework resources.
Brand Voice Quiz
March 4, 2020
Resources Brand Voice Quiz Brand voice is a tricky thing. When it's dialed in, your audience will barely notice, because you sound like you. But when it's off, it can be confusing or worse. This quick quiz will help you know where your voice stands. Download the PDF and give it a go. (It's not gated, but do reach out and tell us if it was useful.) Let us know what you’re pushing towards. Get in touch for more information on our case studies or marketing framework resources.
Exercise for Marketing Minds
February 18, 2020
Resources Exercise for Marketing Minds We created Quick Question to help marketing teams sharpen their game. Use #1 KICKSTART A CONVO Hand out a few cards at the top of a meeting to drum up discussion. Use #2 WORKSHOP IN A BOX Select a few cards, tape them to paper, and have people write answers next to them. Boom, you’re collaborating. Use #3 DAILY CHALLENGE Draw a card each day to pull out of the weeds for a moment Want More? REQUEST YOUR OWN Quick Question is a limited edition project for clients, workshop attendees and industry friends. If you’d…
The Message and the Market
February 18, 2020
Resources The Message and the Market https://www.youtube.com/watch?v=_zJ0N9B1wd0 The most successful established businesses earn 36% of their revenue by launching new products and offerings. Compare this to the bottom quadrant of companies earning only 10% of their revenue from new initiatives. It’s clear that success in new launches translates to success in business. Beyond staying relevant to your customers it’s keeping pace to fend off new entrants. Every single month roughly 775,000 startups are launched in the U.S. market. And it’s on the rise, up 28% from 15 years ago. Half of them will fail before their 5th birthday, but it…
How to Create an Editorial Calendar
February 4, 2020
Resources How to Create an Editorial Calendar Creating an editorial calendar from scratch can be a daunting task. Use this guide to walk through the process and create a calendar that’s ideal for you. Evaluate Your Needs DEFINE YOUR CONTENT TYPES & CHANNELS What kind of content does your team create? Do you need to organize daily blog posts, regular email copywriting and creation? Are there new types of content that you’re planning to test out? Make a list of all the various types of content you create that could use more strategy and organization behind them. Make sure you…
The building blocks of an effective content strategy
February 3, 2020
Resources The Building Blocks of an Effective Content Strategy Creating a content marketing strategy for the first time? It can be hard to know where to start. The strongest strategies balance data and intuition: you need some hard metrics to inform your audience, know what’s effective and know which channels are working the hardest for you, but you also need a nuanced understanding of your industry, marketing best practices and — yeah, you still have go to with your gut a little bit. Here are some of the primary places we look when we begin to build content strategies. Data,…
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