When you think of branding, do you assume it’s something that only major corporations, sports teams, and entertainers need to focus on? In actuality, branding is necessary for the success of every business – from regional businesses to local mom and pop shops. Service providers and producers alike must consciously begin creating a personal brand in order to build positive reputations and gain market share. (more…)

Many business owners eventually reach a point of growth when they require the assistance of the right marketing firm. The reasons for this vary: they need to build or strengthen their personal brand; they don’t have the skills required to increase their web site’s search engine rankings or design eye-catching direct mail pieces; or they simply don’t have the time to focus on marketing and public relations efforts. These entrepreneurs have at least one thing in common – they want to expand their business and increase its profitability. (more…)

Many business owners consider cultivating media relationships as daunting and time-consuming; and ultimately put the task at the bottom of their to-do lists. However, the media management – including reporters and editors, bloggers, radio and TV news producers – develops lists of reliable experts that can offer valuable insight and commentary on both local and industry-wide stories. By delivering timely media management through news items and story pitches, along with establishing positive media relationships, you can swiftly and significantly increase your visibility in the marketplace. (more…)

Published by New Hampshire Business Review – Do Your Research!

Remember the disastrous 1980s debut of New Coke? Coca-Cola did a ton of market research on the product itself, including countless taste tests. But the failure of the product launch proved to be the company’s neglect of brand research. By replacing “Classic Coke” with the new product, Coca-Cola hugely underestimated its customers’ loyalty to both the taste of the original product and the branded look of its packaging. (more…)

We are constantly bombarded with advertisements – on television, the radio, in magazines, and even driving down the street minding our own business. It’s no surprise we’ve built up a tolerance to them over the years. So how do companies snag our attention by pulling off our advertising blinders? Guerrilla marketing, one of the edgiest and most unique forms of advertising, is a very effective method. (more…)

Published by New England Real Estate Journal

Everyone knows the old adage: “a picture is worth a thousand words.” In the case of real estate marketing, a picture can be worth thousands of dollars. According to the Wall Street Journal, listings in Boston and Long Island were recently analyzed by Redfin Corp., a Seattle-area real estate firm, which “…determined that houses with better photos sold for anywhere from $934 to $116,076 more compared to listings using photos from point-and-click cameras” (“Photography Spending Pays Off,” 10/4/10). (more…)