Brand Blog

For our third article in the series we’re going to focus on how a medium sized company used a regional Influencer Marketing campaign to combat two larger competitors. Again, we’ve held back a few of the details to protect the parties in question. Background – Medium vs. Large About seven years ago I was asked […]

As a follow up to our first article on Influencer Marketing, we’re providing a short series of pseudo case studies. The intent of these additional articles is to examine situations in which Influencer Marketing campaigns were employed to great effect. In article two we’re covering a study of two very large “Goliaths” in their industry. […]

What Is It? Influencer Marketing is not a new game in the marketing world and the concept is pretty simple. You enlist an individual or group with influence and credibility and you associate them with your brand. The intent is to have their credibility rub off on your brand so that you gain credibility and, […]

Raising the Bar A large number of the clients we deal with are involved in food and nutrition for either people or animals. We consider this a very positive thing as it often stems from our extensive background in this field and the number of contacts we have. That doesn’t explain all of them, though, […]

No Doubt About It I’ll take the suspense out of this article early. The answer to the question of whether you need a website for your small business is definitely YES! I’ll even go further and suggest you need internet marketing beyond just a website. Just having a website isn’t nearly enough anymore, and your […]

Tough to Ignore I tried to get past it. Weeks went by and I thought I’d finally put it behind me. Then I saw one more stupid post about Super Bowl Ads and the companies that were winners and losers with them. This was the last straw and I had to do something about it. […]

Good for All Types of Businesses We interact with a lot of businesses in the course of our work and it would probably surprise you to find out how many of them don’t have a Social Media presence. What is even more surprising is how many of them have no intention of establishing such a […]

Time To Drill Down Now that you’ve planned your entire universe at a macro level during Trade Coverage Planning, it’s time to take it down to the micro level. This is the primary function of Territory Management. In essence, Territory Management is where you take hundreds, or hundreds of thousands, of customers and assign them […]

Assumptions Into Dollars During Trade Coverage Planning, the decisions you made during Customer Census & Classification start to take shape in the form of a viable customer call plan and the associated resource requirements. In effect, Trade Coverage Planning is where your criteria are converted into numbers. It may also be the place where you […]

What Is Trade Marketing? We better get this answered before we go any further. While it has similar processes, Trade Marketing is distinct from Brand Marketing in a very important way. Trade Marketing is focused on marketing to your supply chain rather than to consumers. Quite simply, it is how you market your products and […]