Howard Schultz, the founder of Starbucks, created the notion of “the third place.” The third place wasn’t work and it wasn’t home, but it was a place where you could simply relax with a coffee or engage in a meeting outside the office. This week we’re going to consider a “third way” of approaching marketing. As Shultz did, I’d like to propose that the third way, is the way of … [Read more...]
Tagging your posts to drive search
Last weeks topic really resonated. I shared how I believe there is a huge underutilized opportunity lurking in your mailbox these days as online and social media feeds get more and more jammed and your physical mailbox is often empty. Link HERE for the full article. As a result of that post, a number of you asked about best practices in building your database list. More then … [Read more...]
Distribution disruption: Marketing lessons from Amazon and Whole Foods
This morning Amazon announced the acquisition of Whole Foods – likely THE MOST disruptive marketing industry news of the year. Frankly, despite trying to refrain from using this word in my vocabulary these days, this news is HUGE. First the facts: Amazon has purchased Whole Foods, a chain specializing in natural and organic foods in Canada, the US and the UK, for $13.7 … [Read more...]
Produce content that sings solo. Don’t just join the chorus
Let’s be honest. Producing regular original content is hard. You’re forced to wear many hats – creative director, writer, editor, and even project manager. And you’ve likely thought to yourself, is all the time to product content and pump it out on social media actually worth it? There’s tons of good information out there. Am I just joining the chorus with more of the … [Read more...]
Pitching media in the age of native advertising and sponsored content
Two weeks ago I did an article on how the traditional published news landscape is changing with the emergence of online only news providers. I looked at how the readership and growth of online was shifting the way earned media was accessed, in particular how it all relates to native advertising and “pay to play editorial.” I have had lots of engagement both online and off over … [Read more...]
