Marketing Strategy

No one could have predicted the events of 2020 or their impact on our personal and professional lives. Where and how we work has changed and we don’t know when or if it will go back to the way it was before. Even though it is no longer business is…

As a small business owner, the one thing you probably lack is a large marketing budget, which is more than reasonable when considering that there are a hundred different things that require your full attention and resources.  Which is why you should do your best to exhaust every other alternative…

As a result of the COVID-19 pandemic, demand for traveling dropped off significantly, especially in the US and UK, two of the hardest hit countries. The situation is exacerbated by a halt in business traveling and cruise ships worldwide. Our data is based on the assumption that lockdown restrictions ease in H2 2020 and demand…

Knowledge is power.I know, that statement has been overworked. But, if you are employing a copywriter to grow your business, it is so relevant to the challenge you are facing. So, stay with me… For what it’s worth, I believe most copy fails these days, because writers don’t work anywhere…

In a downturn, marketing budgets are often the first casualty when success is measured in sales. With consumer lines drawn between essential and discretionary purchases, companies face tough spending decisions. Protecting jobs, safely getting products onto shelves and deliveries into the hands of consumers has been everyone’s priority. It’s tempting…

Recently, I spoke with a CEO who runs a mid-size company.  He was telling me his tale of frustration at needing more marketing mojo, but not having enough work to warrant a full-time person. His solution? Engage a fractional CMO (aka a part time CMO) on a consulting basis to get the job done.  It’s a typical situation in today’s competitive…

‘What is the difference between a strategy and tactics?’ is one of the most common questions that ‘crops up’ when I’m running training workshops or discussing creating marketing plans with businesses. It’s no surprise since the difference between these two activities often isn’t distinct. Yet, it’s an important question to…

Promotional contests are a great way to attract consumers’ attention to your brand and your products. For U.S. marketers and companies, allowing Canadian residents to participate in promotional contests is a savvy way to increase brand exposure. However, despite our countries’ many commonalities, Canadian contest law has unique differences to…

ARE THE “FEEL GOOD” NARRATIVES THAT A LOT OF BRANDS ARE ADOPTING RIGHT NOW ACTUALLY EFFECTIVE? Given that we’ve never experienced anything quite like this in our lifetime, there is no playbook to refer to. Therefore, we’re all trying to find our way through this. It’s easy for advertisers to…

The actions of brands during a crisis can make or break long-term relationships with consumers, according to the “2020 Edelman Trust Barometer Special Report: Trust and the Coronavirus.”  Nearly three-quarters (71%) of consumer respondents in Canada said brands that prioritized profits over people would lose their trust forever. Similarly, almost…