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Reaching and Connecting with the New Affluent Consumer
In the past you could identify an affluent customer just by the clothes they were wearing. But in today’s world of teenage millionaires, thanks to the tech boom, you don’t know if the kid in a hoodie...
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Embrace your company’s inner animal with nontraditional marketing
The best advertising campaigns are no longer reserved for 30 or 60 seconds during the Super Bowl. Smart companies are taking to the streets (sometimes literally) with their nontraditional marketing...
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Warning: Competitor Distractions Ahead
Being obsessed with your competitors’ activities can be a bad thing. When you work in marketing or product management, detailing what the competition is saying about their products and services as well...
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What’s wrong with the RFP process — and how to fix it
Published in the Denver Business Journal By Jennifer Lester If you’ve ever written and managed an RFP (request for proposal) to choose a marketing and public relations firm as agency of record, you may...
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Three steps to a terrific tagline
Published in the ColoradoBiz Magazine By Jennifer Lester I love writing these. I’ll let you in on a little secret. One of my absolute favorite things to write is a tagline. I love, love taglines,...
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Secrets to creating online content that gets noticed
Published in ColoradoBiz Magazine Don’t over think it. Definition of consumer engagement by YouTube’s marketing director: Moving consumers to action. That may mean a sale, but many strategic actions in...
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The new consumer decision journey
Published in ColoradoBiz Magazine Hint: it’s no longer the oilcan’s best friend Remember the good ol’ days when marketers could track a consumer’s purchase decision journey by a linear funnel? Oh, the...
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How to write a positioning statement
I was conducting a brand audit session recently to help a group compose their first positioning statement. I quickly realized that the group thought a positioning statement and mission statement were...
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Branding Due Diligence
If you work in the business world long enough, it’s likely a competitor or a strategic acquirer looking to fill a specific gap in their portfolio of companies will buy your company. Or, your company...
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As web technology advances…so must your website.
As digital technologies emerge, evolve, and become widespread, advertising tactics have to push the envelope to create uniquely interactive campaigns that captures the audience. A website is no longer...
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