Instead of using advertising to shout at people, brand experiences are the new approach to engage people to interact with your brand. Sure, there’s a place for paid advertising in your marketing program, but in today’s #me world, the foundation of your plan needs to foster an emotional and personal conversation with your customers. It’s about meeting them where they are, creating brand touches that leave a lasting emotional connection. It’s a different way to…
As published in the Summer 2018 issue of HaYidion: In my experience working with two-dozen Jewish day schools across North America to drive enrollment and improve retention, I’ve learned this: marketing a Jewish day school in 2018 is hard. You have multiple target audiences, from educators and administrators to board members, parents, alumni and students. You have a product that requires continuous improvement to stay competitive. You have limited time, talent and money. And you…
You manage your finances. You manage your business. What about your personal brand? What do Oprah, Richard Branson, Sheryl Sandburg and Ellen DeGeneres have in common? It’s not just wealth, millions of Twitter and Instagram followers, and countless endorsement deals, it’s also a mastery of personal branding. Personal branding isn’t just for the rich and famous. Everyone has a personal brand. As Tom Peters, management consulting guru and the inventor of the phrase “Personal Brand”…
The NCAA dominates the month of March with the college basketball tournament. The highly promoted event isn’t just huge for sports fans. Marketers from all industries use this cult-like attraction as an avenue to catapult their brand visibility. March Madness offers brands a center-stage platform for integrating themselves into the tournament through paid ads in online and offline media outlets, social media conversations, branded placements, and experiential events. March Madness is a business – a…
It’s not too late. For only $168,333 a second, you can still buy a thirty-second TV spot during this year’s Super Bowl. Sure, a lot of money is on the line, but more importantly, so is a brand’s reputation. In the year of the #MeToo and #TimesUp movements, all eyes will be on how brands depict women in their commercials. Marketers have released far less about their Super Bowl gems before the big showdown than…
January 06, 2018 4:00 am Adviser: Eight marketing mistakes to avoid in 2018 By LAURA SHERIDAN Marketing mistakes are inevitable and can be costly. We test, measure and refine in search of the greatest ROI and customer experience. Learn from others and avoid these eight common pitfalls in 2018. Mistake No. 1: Evaluating creative on your computer Is email marketing part of your 2018 marketing plan? Then it’s important to know that in 2017,…
Viva La Brand, a Cleveland, Ohio-based brand strategy and ad agency search firm, was selected to help lead the brand development and marketing strategy for orthobrain, an entirely new approach for general dentists to provide orthodontics in their office. Dr. Dan German founded orthobrain after practicing orthodontics for twenty-five years. Throughout his career he eagerly shared his knowledge, insight and diagnoses, treatment plans, and appliance design, with specialists and general practitioners. He created orthobrain, a…
Without customers, your business will die. Without marketing, customers and prospects may not be aware of how you can help them. Without a really smart marketing plan, how can you ensure your marketing activities are reaching the right people, delivering the right message, and using the right media approach to achieve your business objectives? Incorporate these tips into your marketing planning process and you’re more likely to reach your goals. Tip #1: Start with your business goals. Marketing’s job…
Great data is crucial to understanding your customer. However, data alone won’t result in a win for your brand. Data are the raw materials needed to produce insights, the heart of effective advertising. It’s insights that enable you to develop messaging to create an emotional connection with your customer. So, once you have the data to develop insights, how do you determine if the insights are GREAT? Here are examples of companies that have used data to…
Consumers today have more choices than ever and are bombarded by sophisticated solutions to their problems. However, no matter how advanced technology becomes, customers prefer simple solutions. According to the newly released Global Brand Simplicity Index study: Simplicity earns a premium: 64% of consumers are willing to pay more for simpler experiences. Simplicity builds loyalty: 69% of consumers are more likely to recommend a brand because it’s simple. HAPPY BELLY GETS IT Familiar with Happy Belly,…
