Brand Blog

Emerging Patterns We engage in Marketing activities with a variety of companies and our work crosses a number of boundaries with regard to industry and available resources. Additionally, we’re fortunate to work with companies of varying sizes from start-ups to large and established entities. Over time, a number of patterns have emerged and one of […]

Ready or Not…Here it Comes Social Media as Customer Service function is an area that is developing very rapidly.  This presents a number of challenges for all types of businesses as many don’t have a Social Media strategy and, more specifically, they don’t have a specific plan for Social Customer Service. Our advice to clients […]

Digital & Social Media Marketing Explosion Regardless of the size of your business or brand, it is more important now than ever before to have a Digital and Social Media Marketing component as part of your overall marketing plan. It should come as no surprise to anyone not living on a deserted island that the […]

No One Knows It All We’re a marketing company and we do a lot of Social Media. Believe it or not, people actually pay us to do it! You might be thinking, big deal. Right? Anyone can do Social Media and you don’t need to be an agency to know what you’re doing. To a […]

For our final article in the series we’re going to focus on how a medium sized company used a regional Influencer Marketing campaign to combat an industry giant. Again, we’ve held back a few of the details to protect the parties in question. Background – Medium vs. Goliath About five years ago I was engaged […]

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. […]

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 […]

First You Find Them Customer Census is exactly what it sounds like. You are basically taking the strategy you defined at the beginning of the process (see Issue 1) and using it to determine what your desired customers and prospects might look like. This is, essentially, the potential customer universe for your company. Since you […]