The Sphere Vies for Attention as a Promotional Powerhouse

As you approach the Sphere in Las Vegas, it almost doesn’t seem real. I took these photos from my vantage point from an Uber. Last Friday, when U2 opened the venue, I was there with Bruder Healthcare for Vision Expo West, an eye care tradeshow and conference. After seeing video posted on social media from inside the Sphere during the

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Five More Marketing Challenges Small Businesses Face

Attracting customers and maintaining a positive reputation are two core goals of any size business. With large companies, the foundations to accomplish those two goals can be spread out amongst a host of department and functional teams. In small companies, often the team can be a team of one. Yet, customers expect anyone competing for

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Five Marketing Challenges Small Businesses Face

Attracting customers and maintaining a positive reputation are two core goals of any size business. With large companies, the foundations to accomplish those two goals can be spread out amongst a host of department and functional teams. In small companies, often the team can be a team of one. Yet, customers expect anyone competing for

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From Awareness to Action: 5 Metrics for Measuring Marketing Effectiveness

As marketing communications and public relations continue to play a significant role in the success of businesses and organizations, it is essential to determine the effectiveness of these efforts. Here are five ways to measure the effectiveness of marketing communications and public relations efforts. Media Impressions Media impressions refer to the total number of times

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The Power of Consistency: Building a Strong Brand Message Across Channels

In today’s turn-on-a-dime business environment, it’s critical for companies to integrate their advertising, public relations, communications, and marketing efforts to create a cohesive brand message that resonates. A McKinsey study discovered companies that integrate their marketing efforts can see up to a 20% increase in revenue and a 15% reduction in customer acquisition costs. A

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Getting it Right when Pitching the Media

The consumer media landscape continues to change. While print circulation has decreased, online readership has increased. Newspapers continue to publish printed editions (though less so) while focusing on Web delivery of news (though ad revenues gained via digital have not typically made up for ad revenues lost from print).  Journalist ranks (full time employees) have

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When Crisis Calls

No matter the business you are in, you should have a process in place for communications during a crisis. Without it, your company could appear indifferent to a tragedy, unprepared for a consumer backlash, or negligent in a product defect. Identify and notify the short list of important decision-makers in your company. Get their cell

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