How to Create an Effective RFP

RFPs, or requests for proposals, are simply the broadly standardized format for engaging with an external vendor to support temporary projects or establish longer-term relationships. While each industry may have its idiosyncrasies, there is a general roadmap for how to create an effective RFP. Identifying a Need There are several reasons why you would need …

Channel Marketing & How Your Decisions Impact Your Consumers

It’s easy to think of Marketing as just the creative side of the discipline, as in the ads you see or the jingles you hear. Most people think of a brand’s identity and imagery, maybe its ad campaigns, or even its pricing model. These parts of Marketing exist separate from what’s “below the line” and …

Content Creation Must Begin With Strategy

Purposeful Content Creation for Purposeful Engagement Content marketing has quickly become one of the most relevant digital marketing techniques as consumers’ digital consumption habits have evolved and become more sophisticated. For a brand trying to capitalize on this technique, content creation must begin with a strategy. This means thoughtfully creating a set of goals and …

Understanding Consumer Behavior

Utilizing a Scientific Approach to Knowing Our Audience Marketing can often be conceptualized as applied Economics or applied Psychology, or some combination of both. As marketers, the goal is to connect our products to our target audiences. Reaching back to Economics, the birthplace of the Marketing discipline, and other scientific disciplines, is about understanding Consumer …

Multiplatform Marketing Strategies

Winning Strategies Begin with Learning how to Conduct the Orchestra In many ways, multiplatform marketing campaigns are the marketing equivalent of an orchestra. Marketers step up to the podium and wave a baton to conduct targeted social media buys on Instagram and Facebook before slowly bringing a sponsorship of a key event into the fold. …

Brand Audits: Like Taking Your Brand to a Checkup

The First Step to Maintaining or Fixing a Brand  You’ve worked hard to develop your brand, making sure that it communicates the right message that resonates with your consumers. But, how can you go about making sure your brand stays properly calibrated or even find new ways to optimize it? Just like people, brands need …

Understanding Breakeven Analysis

The Foundation to Effective Pricing Strategy Development Pricing strategies are often complex and make up the backbone of most business’s financial models, while also being one of the key levers in the marketing mix. We can find the foundations of effective pricing strategies, though, through fairly simple Breakeven Analysis by focusing on the basics. This …

The Basics of Distribution Analysis

Laying the Foundation for Future Analysis Distribution is one of the foundational metrics for most businesses that do not have their own proprietary methods of retail. Regardless of how well their products are made or marketed, these companies depend on their distribution partners to reach their end consumers. Mastercard and Visa, the two giants of …

You Don’t Own Your Brand, Your Consumers Do

Knowing the Difference Between Identity and Image In the past, we’ve taken a look at why marketers should adopt consumer-first marketing strategies, focusing on the idea that our marketing strategies and tactics are at the mercy of consumer interpretation. At its core, brand development and management follow this same idea, echoing back to that timeless …