• Top of Mind
    27 April 2021
    Top of Mind

    Top of mind awareness is pretty self-explanatory…..and vital.

    The first brand that comes to your mind when a specific product is mentioned, is probably your favorite, and probably for a reason: IT’S GOOD!

    (Or at least the marketing is.)

    Coffee? Starbucks.

    French fries? McDonalds

    Movies? Netflix

    Phone? Apple

    Top of mind awareness should be a priority for any business. Being top of mind means that consumers not only remember and recognize your brand, but they think of it first over your competitors.

    Take tissues, for example. When you need one, you probably ask for a Kleenex. But Kleenex is just one kind of tissue. See how that works? They are so top-of-mind when it comes to their product, that people literally refer to the actual product by the Kleenex name.

    There are a few key components that are vital to achieving top of mind status for your business:

    Your business must stand out, connect emotionally and be consistent if you want to attract and retain customers.

    Being visible is key to being top of mind. No one can remember you, use you or share about you if they can’t see you.

    An emotional connection with your target audience forms a relationship between your consumer and your brand. By resonating with your audience on an emotional level, you become more memorable. Being memorable puts you two steps ahead of your competitors in the top of mind marketing game.

    Consistency builds trust. Businesses with an inconsistent presence in their marketing fall behind quickly. You must stand out strong and stand out often.

    Yes, your product must be good.

    But at the end of the day, if no one knows about it, it doesn’t matter.

  • We've always done it this way
    18 March 2021
    We've always done it this way

    When it comes to marketing, a common mistake businesses make is settling into the mindset of, “We’ve always done it this way.” However, the same old way of thinking gets the same old results.  Everyone has heard, “if it’s not broke, don’t fix it.”

  • "Good advertising builds sales. Great advertising builds factories." - Bill Bernbach
    11 January 2021
    "Good advertising builds sales. Great advertising builds factories." - Bill Bernbach

    Why is it that advertising seems to get such a bad wrap? More times than I care to count, I have been in conversations where people have described advertising executives as something between a used car salesman and a drug dealer (which always makes for an interesting moment when someone then asks me what I do for a living).

  • How the Pandemic Has Changed the Way We Shop
    23 December 2020
    How the Pandemic Has Changed the Way We Shop

    The recent quarantine-related lockdown has shifted consumer behaviors – some that will likely continue even after anxieties have subsided, and life returns to normal.

  • The Age of the Digital Universal ID
    10 August 2020
    The Age of the Digital Universal ID

    The browser wars waged against third-party cookies over privacy issues is nothing new. Safari and Firefox are already blocking third-party cookies, and Google plans to phase them out by 2022.  Cookies have long been relied on to link customer identities across various channels and assets and are critical to a deeper understanding of customer behavior that ultimately drives a better brand experience.

  • Time to Reconnect by Doug Ross (NWIndiana Business)
    08 June 2020
    Time to Reconnect by Doug Ross (NWIndiana Business)

    For every economic downturn, there’s a recovery, and experts say lulls are the best time to plan for the bounce back.

    Staying at home doesn’t mean standing still, experts said. Nor should it mean ending marketing efforts.