Before coming to Gravity Group, I worked in the sales and marketing department of a large company and had the same responsibility as many of our clients: marketing the company’s products and services to its target audience. The problem was that we did …Read more of Know Your Audience. And Speak to It.
In the rush to get creative messages out and sell products, marketers often neglect brand strategy. Without a clear strategy and a strong positioning statement to use as the touchstone for creative, you often get empty messaging and wasted opportunity. …Read more of Brand gut check
Too often salespeople are so anxious to close a sale that they don’t take the time to determine what their potential customer needs. What should they do? Ask questions. There’s a story about a sales trainer who was interviewed by Johnny Carson. Carson …Read more of The Key to Increasing Sales: Ask Questions
It seems like a brilliant new social platform or web tool pops up every day – new ways to connect, new ways to promote your brand to just about everyone out there. But that doesn’t mean that every one of these tools is right for you or your business. …Read more of Just because it’s “new” or “social” doesn’t mean it’s right for you
I recently attended a “branding session” where I, along with other participants, was asked by a consultant to “brainstorm a brand”. This was surprising to me on two levels. First, the consultant in question was billed as a branding expert. Second, w …Read more of Confusing Brand with Brand Identity
What a fun project! Here’s a quick pic from a shoot we wrapped last week for one of our favorite clients, DuPont Community Credit Union. We were shooting stills of “scenes” at the credit union, and the still sequences will later be used by a 3D animato …Read more of What a fun project!
About six weeks ago, we launched an integrated campaign for a client (for this post, they’ll remain anonymous since their campaign is still active), and I’m happy to report that our early results are looking very positive. I believe that the early suc …Read more of Results powered by Integrated Marketing
PART ONE – “Learn from the past…and from Interstate Department Stores” The servers at the Starbucks around the corner from my house make me feel at home. They know my name, where I live, even my favorite drink (a grande Americano). And, in return, I sh …Read more of Open Letter to Starbucks, Pt. 1
With our 1st annual Brand Challenge, we’re challenging you – our hometown readers, clients and friends – to take a little time and nominate a small nonprofit that needs brand or marketing help. If you don’t work or volunteer at a small nonprofit, then …Read more of So what’s this “Brand Challenge” thing?
When is the last time you gave a customer or client your undivided attention? One of our most crucial professional skills is the ability to listen. And it seems like so many people don’t know how to listen anymore. Maybe it’s a symptom of our hyper tw …Read more of Your undivided attention – five steps to active listening