Why Active Management of Customer Engagement is Important

When it comes to converting consumers into customers, strategic communications is an essential tool. Whether you are part of a startup organization or a 100-year-old industry leader, the critical mandate for business success is to drive awareness and consideration for your products or services. The trick is to sustain an initiative that leads to engagement over time by moving your target from awareness, toward familiarity and finally purchase. Too many organizations simply pursue the one-off – a … [Read more...]

Newsjacking 101: 3 Tips to Capitalize on Current Events

Earlier this year, The Atlantic published an article analyzing the volume of original content – stories, graphics, interactives, and blog posts – being published each day in major U.S. news outlets. The New York Times, generally considered the most prestigious newspaper in the United States, checked in with an average of 230 pieces of original content per day. Ostensibly, with around 1,300 newspapers in the U.S (and using the NY Times’ output as an industry-standard), that means there are almost … [Read more...]

4 Tips for Nonprofit Social Media Success

If someone asked you to name five nonprofit organizations on the spot, what would be your answer? While some might think first of their favorite local charity, chances are that organizations like the American Cancer Society, Salvation Army, American Red Cross and Habitat Humanity would be common responses. And for good reason, since they are among the largest nonprofit agencies in the United States, and have the capacity to market themselves in a way more closely associated with for-profit … [Read more...]

The Olympics and Crisis Communications

Few global sporting events have the capacity to capture people’s attention like the Olympic Games. This year in Rio has been no different, with the International Olympic Committee predicting that 3.6 billion people around the world will watch some part of the XXXI Olympiad. That is a truly remarkable figure when you consider that it means that one out of every two humans on the planet will tune in at some point. And because of this, the stakes are never higher when it comes to preparing for any … [Read more...]

Promoting Your Brand at a Farmer’s Market

Along with the explosion in popularity of artisanal foods has come a surge in popularity of local farmer’s markets. From 2008 to 2014, the number of farmer’s markets in the U.S. increased by 180 percent, presenting massive opportunities for small business owners to get their products in front of new audiences. The farmer’s market industry is now big business, with more than $1.3 billion spent at farmers markets each year. As we move into the peak selling season, here are three tips to ensure … [Read more...]

How to Use Social Media to Build Your Small Business

The Bureau of Labor Statistics reports that only about half of all new businesses survive past their first five years. In many cases, the single greatest obstacle to success is not the quality of their product or service, but their ability to break through the clutter to reach target customers. This is particularly true in the crowded consumer products space where choices abound. While every entrepreneur believes their product is unique and offers something consumers can’t get elsewhere, … [Read more...]