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Author Archives: Matt Kurowski
Matt Kurowski, Manager, Strategic Accounts
Your 2012 Marketing Plan – Doing More of What Works
Even if it’s not broken, you can still fix it. As we move through the fourth quarter, many businesses are planning for 2012. Typically, that planning includes an analysis of the past year’s performance. Maybe your organization is doing pretty well. Not great, but not awful. Just kind of moving along at the same pace. [...]
Female 25-44 is not a target
We work with creative briefs all the time in our business. We rely on them to communicate the information needed to develop the best work. The specifics of briefs can vary, but there is one element that you will find on every version: Target Audience Knowing our target is crucial to developing compelling work. Now [...]
Want more of the RIGHT kind of leads?
In my last post I talked about different lead generation models, and how to determine which approach is right for your company. In this post, I’m sharing some tips on how to drive more of the right kind of leads. You know, the high quality ones that convert at the highest rates. Following these simple [...]
Do you really need more leads? Or just better ones?
Some companies follow a “volume” model when it comes to marketing: Reach as many people as you can, and if you convert just a small percentage of those leads, you’ll reach your goal. I call this the “credit card marketing strategy.” Credit card providers send out millions of mailers (both postal and email) to try [...]
The NFL – A brand at a crossroads
Recently, the NFL’s bone rattling tackling has been getting a lot of attention. The league has been handing out fines and suspensions for “overly aggressive” hits, and the sports media have been dedicating significant air time to the subject. So what does this have to do with marketing? Everything. The NFL appears to be struggling [...]
Tags: Brand, Branding No Comments »
Authenticity – It matters now more than ever
Authenticity isn’t a new term in marketing. Communicating authentically with your audience has always been important. Customers are savvy people, and sooner or later they uncover when companies are pretending to be something they aren’t. With the explosion of social media, authenticity has become even more crucial. The perceived personal connection established through social media [...]
Tags: Social Media No Comments »
Brand – Deliver Every Day.
Over the years, we’ve helped several of our clients develop their brands. We methodically step them through the process and work together to build a brand that is differentiated from the competition in a way that is relevant to their customers. Then we hand them their new brand and say “OK, good luck!” Not really. [...]
Tags: Brand, Marketing No Comments »
Are you holding your campaigns accountable?
In the old days, advertising budgets were apparently bottomless. Companies poured money into funny, entertaining campaigns that won lots of awards for the agencies that produced them. Media buys were planned out months in advance, and adhered to for the duration of the campaign – no matter what. And clients were told that, somehow, someway, [...]
Research — How "I think" becomes "I know."
“You’ll never win a subjective argument.” These words of wisdom were imparted to me by a supervisor early in my marketing career. It was in response to one of those client disagreements in which young, inexperienced account executives sometimes find themselves involved. You know, the ones that go something like this: “I think green is [...]
Tags: Brand, Research 2 Comments
Higher Education – Are you getting the “right” students?