Marketing and branding

Cause Marketing on Ice

Mike | August 18th, 2014

The other day while sitting on the deck, we heard a great splashing sound from across the way. We looked over to see a neighbor pouring a huge bucket of ice-water over his head while his girlfriend recorded the chilly event on her smartphone. It took me a second to grasp what was happening, but I quickly […]

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Small Business Tips: Engaging Customers (Sell, Sell, Sell)

Mike | August 11th, 2014

Last week I wrote about building lasting relationships with your customers and the critical importance of nurturing and maintaining strong ties over time with those most important to the well-being of your business. Today, I thought perhaps we could start from the beginning, with a discussion on how to start those relationships. Perhaps the hardest thing […]

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Content Marketing Will Fail Your Business If You Keep Doing This

Ross | June 3rd, 2014

Content marketing can be a valuable marketing strategy for just about any type of business. By giving your customers and prospects actionable content through great storytelling, you can help your brand increase trust, credibility and ultimately, sales. But there’s an important caveat: the moment a brand tries to push a direct sale through its content […]

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How Typography Affects Conversions and Sales

Ross | May 21st, 2014

  Do you give much thought to the typography you use on your website or marketing materials? You should! Typography plays an important role in influencing people’s decisions. For example, Tahoma is the most legible font at size 10, Courier is the most legible at size 12 and Arial is the most legible at size […]

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What Influences People To Buy Products or Services? Top 10 Factors

Ross | May 13th, 2014

Why do people buy one company’s products or services while ignoring the products or services of a competitor? What influences people’s purchasing decisions? Some, like Clay Christensen, argue that customers “hire” products (or services). It’s a novel theory –  one that requires you to carefully listen to your customers. People’s purchasing decisions – both online […]

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TV Advertising: What I Miss

Mike | March 24th, 2014

Recently, as I binged through multiple streaming episodes of the Wire on HBO, House of Cards on Netflix, and Homeland on Showtime, I had an uneasy feeling that I couldn’t quite put my finger on. Something was missing from the experience. An absence that the marketer in me noticed but, at first, could not quite […]

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Small Business Marketing 2014: Smart Web Design Best Practices and Tips

Ross | March 4th, 2014

If you don’t have a dedicated website for your startup or small business, you are not alone. But you’re in grave danger to fall further behind your competition. You might be slowly building a fan base on Facebook (if you’re buying fans on Facebook by advertising, you’re very likely wasting your money), sharing small bits […]

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Why You Should Not Ignore The Science Of Marketing

Ross | February 26th, 2014

Supermarkets share a common layout. Many competitive products (toothpaste, for example), have similar packaging. Do supermarket and toothpaste companies lack imagination? It’s possible, but a different explanation is more likely. Smart businesses apply science to marketing. Relying on psychological research, these businesses adapt marketing strategies to maximize revenues and profits. When companies unlock the innermost […]

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