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How emotionally fueled mass communication can affect advertising and brands

Advertisers are often tempted to use sensationalist mass communication to promote their brand, which isn’t a good idea. It can seem like the news cycle these days is filled with sensationalism and attention-grabbing headlines, putting brands in a challenging and potentially compromising position.

October 17, 2019
Smart Insights
John Francis, DBA

How To Revamp Your Marketing Funnel When Results Are Sub-Par

Marketing funnels are not always successful. If a business is struggling with inconsistent marketing efforts or sub-par results despite the time and work invested, it may consider an overhaul of its entire funnel. However, a complete revamp may be easier said than done if the business does not know exactly what the issue was to begin with. Without proper consideration, any overhaul risks causing more damage than good. To help navigate this situation, 15 members of Forbes Agency Council share some of the key items brands should check off when revamping their sales funnel to carry out the process successfully. 1. Identify Where Losses Happen Rather than abandoning their entire strategy, brands should identify the step where customer losses are greatest and address this area specifically. For instance, if you’re successful in capturing attention but conversions aren’t happening, you may need to analyze why customers are choosing your competition

October 8, 2019
Forbes
Forbes Agency Council

Building housewares brands with brand response TV

Housewares and brand response television have a long and robust shared history. Over 30 years ago, the Federal Communications Commission’s (FCC) deregulated television air time allowing different time formats of commercial air time to be purchased. This paved the way for the live shopping channels as we know them today, showcasing many housewares products.

October 1, 2019
Marketing Land
Karla Crawford Kerr

7 Steps to Advertising to the Emerging Gen Z Consumer

Generation Z, the post-Millennial group of digital natives born after 1997 who have an insatiable desire for instant gratification and personalization in all aspects of their lives, is arguably the most unique generation to come. Advertising to the emerging Gen Z consumer is both as challenging and simple as it has ever been, which is an oxymoron in itself. But it perhaps explains the complexity of this 32% of the global population, which is edging out Millennials. Before we get into methods for marketing to Gen Z, it’s important to understand who this generation is and the qualities that make them unique. Generation Z has never lived in a world without the web. The Internet has always existed for Gen Z; though it has evolved into an entire entity in the last decade or so, life without an online presence is but a vague and distant memory to them.

September 25, 2019
Target Marketing
Hanna Anderson

Hawthorne Direct was named a 2019 Bronze Award Winner for the Stevie® Awards for Great Employers

On September 20th Hawthorne Direct was named a 2019 Bronze Award Winner for the Stevie® Awards for Great Employers , recognizing the world’s best companies to work for. Stevie Award judges include many of the world’s most respected executives, entrepreneurs, innovators, and business educators. More than 1,000 professionals worldwide participate in the Stevie Award judging process each year. According to one judge, “Hawthorne clearly has created an ideal formula for delivering success for its clients based on the company’s success and the many accolades they’ve secured. I liked how they highlighted in this submission, their priority to dedicate efforts to employee happiness and satisfaction, combined with charity and community efforts.” This is the third Stevie honor Hawthorne has received. CEO Jessica Hawthorne-Castro is a 2018 Bronze Award winner in both the “Young Female Entrepreneur of the Year” and “Woman of the Year – Advertising, Marketing & Public Relations” categories.

September 24, 2019
PR Newswire
Jessica Hawthorne-Castro

3 Reasons Virtual Events Are Here To Stay

Posted by jfrancisApril 19, 2021Comments:

More than one in five Americans is fully vaccinated, and travel rates are soaring to yearlong highs, but virtual events…

'The world of either is behind us’: Marketers predict the future of events will be a hybrid of online, in-person

Posted by jfrancisApril 16, 2021Comments:

As the Covid-19 vaccine rollout continues and consumers resume life as normal, marketers say they expect events in the future…

10 Must-Attend Conferences For Agency Owners And Professionals

Posted by jfrancisApril 14, 2021Comments:

The advertising and marketing world is chock-full of events claiming to be unmissable. As agency owners and professionals know, the…

15 Ways To Handle Client Requests That Could Damage The Campaign

Posted by jfrancisApril 9, 2021Comments:

In agency-client relationships, the client plays an important role in helping to develop successful marketing campaigns for their brand.

15 Important Career Lessons These Agency Pros Learned

Posted by jfrancisApril 7, 2021Comments:

The longer you work building a career, the more lessons you’ll learn as you progress. Some of these lessons can…

14 Ways The Rise Of Account-Based Marketing Will Impact Agency Work

Posted by jfrancisApril 5, 2021Comments:

Account-based marketing has become a big priority for B2B companies. It allows businesses to better understand and target consumers by…

8 Top Tips To Consider When Crafting A Compelling Brand Story

jfrancis January 17, 2020

A brand is a promise that a business makes to its customers. You can find this definition littered across the internet, but it doesn’t tell you exactly what that promise should be. Brand promises are crafted through their stories. Brand stories try to communicate the brand’s worth to consumers in a noninvasive way, which allows the potential buyer to connect and form a relationship with the brand. Today, many brands see the brand story as a way to humanize their corporate face so that consumers feel more comfortable with them.

5 Steps To Creating The Perfect Thank You Page For Your Website

jfrancis January 13, 2020

People enjoy it when others appreciate them. This little fact has resulted in a lot of companies doing customer appreciation campaigns that have attracted record amounts of leads. In an online setting, a thank you page is a perfect example of showing appreciation to clients. Yet, despite the usefulness of this recognition, many companies simply overlook the inclusion of a thank you page, much to their detriment. Businesses need to let consumers know how much they value their business.

How-tos for Generational Marketing to Millennials vs. Gen Z

jfrancis January 9, 2020

Millennials and Generation Zers are both notorious for shaking up the status quo in more ways than one. They’ve both broken out of a shell that generations prior were determined to mold themselves to. This fact, along with their closeness in age, have led many to believe that they have a lot of commonalities that can accommodate similar generational marketing strategies.

6 Essential Factors To Consider When Choosing Your Ideal Ad Platform

jfrancis January 3, 2020

When launching an ad campaign, one important decision you’ll have to make is choosing the appropriate platform. After all, you want to be sure that your ad successfully reaches your intended audience.

DVR Usage, Trends Over Time and Implications for Advertisers Using Linear TV

jfrancis January 2, 2020

Is thinking of Marketing as a quantum mechanical process useful? It is when you are seeking to attribute consumer response to media impressions, and when you’re crafting and testing effective messaging. This white paper explores a few selected topics within this theme under active research, development, and use in marketing and advertising campaigns.

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