Experiential marketing is all about designing a memorable experience for your customers. It’s an opportunity for them to forge (and build) a relationship with your brand and to see themselves in your product. When you’re planning an experiential marketing event, you’re likely to spend a lot of time planning out the experience your customers will have at the physical event. Customer experience is a huge component of your event’s success, and you’re wise to focus on it, but wha

What does it take to make a business succeed? There are any number of answers. Obviously, you need a good product or service, a strong business model, and alignment with the right customers. But at the root of all of that is a solid, consistent brand. An established and consistent brand makes you memorable and helps with every piece of your marketing. It is also an essential component of a successful experiential marketing campaign. What makes a strong brand? Branding is abou

As a marketer, you know the importance of engaging with your audience, but what does engagement mean to you? How do you assess the value of the engagement you receive? All too often, we put the value on Facebook likes and shares, when we should be focusing on what our customers are explicitly saying about our company or our brand on social media. Your customers may not come to you directly to tell you what they want, but believe me, they are talking about it. Skilled marketer

If you were to define your brand to a total stranger, what would you say? Odds are, you’d start talking about your logo and what your company offers its customers. But your brand is so much bigger than its advertising components. Your brand is a collection of beliefs, values, emotions, expectations, and guidelines that you follow in every business decision. Your brand dictates how to connect with your audience. It dictates what kind of employees you hire and who you are most

As the air begins to chill and bare tree branches tell us that crisp fall days are behind us, it’s a reminder that winter is coming. And while you’re bundling up and enjoying the snowfall, your clients are looking for any excuse to stay home and binge on Netflix while avoiding the frost. Depending on your business, sales can either slow down in the winter months or get supercharged as people prepare for Christmas and other gift-giving holidays. Don’t let your brand get left o

There are just about a million ways to market any business. From shocking guerilla marketing tactics that demand your attention, to billboard and TV advertisements, product placement, experiential marketing, and sponsorships of local or national events. The options are only limited by your budget and imagination. But no matter how you choose to market your brand, your tactics will fall under one of two categories: target marketing and spray marketing. Target marketing involve