If you want to generate leads and drive attendance to your destination, Google Ads is the place to do so. Utilizing paid search and remarketing capabilities with Display, desination marketers can get in front of their potential and current customers at every step of the marketing funnel. Although Google Ads is very effective for marketing […]

Artificial intelligence, or AI, is nothing new. If you’ve been working around PR and marketing, you no doubt already use it to some degree. But what is on the horizon for this technology — and how should brands use AI in PR to drive results? Artificial intelligence holds a lot of potential for B2B brands […]

I have witnessed executives asking for a single communication to do too much. “I would like this communication to build awareness and initiate a purchase.” “I would like this to speak directly to our customers, prospects and employees.” “I want this communication to prompt them to give us their name and contact information and purchase […]

As the internet continues to get cluttered with paid content and sponsored advertisements, it’s becoming more difficult for attraction marketers—and brands, in general—to connect with their potential customers.

I am writing this from my Adirondack home where it occurred to me that most everything is fantasy. Here is what I mean by that. I have enjoyed decorating my log home with a wide variety of pieces that I have found from Adirondack rustic furniture and decor stores. My house is chock-a-block with black […]

PR pros have been working for years on new PR trends that will propel their communications strategy forward. Today we’re going to focus on one trend that works quite well with digital public relations, yet is often neglected — SEO. SEO, or search engine optimization, is the practice of improving traffic to your website content […]

Most markets are populated with mature brands that struggle to maintain differentiation because it is easy for competitors to match any function, feature or service that is of value to customers. Most sources of differentiation don’t last that long anymore. They quickly become “cost of entry” benefits.But in working with more than 200 brands across […]

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Instagram is home to 1 billion active users — 80% of whom follow at least one business. This shows the amazing potential for B2B companies, with the right Instagram PR and marketing strategy, to get amazing results. There is no arguing that this network is different from other social media networks that have come before. […]

In tourism, nothing tells (and sells) a destination quite like images and videos. Travel, after all, is a theater of sight and sound working in concert to create an experience. Image- and video-driven social media provide the ultimate platform to preview these engaging and enticing displays. The modern social media landscape is also influencer-driven. Influencer… […]

Media buying strategy depends on many things. At its simplest state, the strategy behind a media buy is intended to connect the right audience with the advertiser’s message. There is a lot of data available to media buyers (rates, ratings, impressions, first or third-party data, ComScore, Nielson), but for media buyers to build the most […]

That’s a wrap!

Sharing a set of values with customers is one of a brand’s most important sources of emotional connection with its customers. I have written before about brands that do this well.There are a variety of ways to communicate those values, but one powerful way is through brand storytelling, especially if the story is about the […]

There are a ton of parallels between digital marketing and golf. Maybe it’s from so many years of going right from the computer screen to the putting green, but these parallels seem so related that I often find myself thinking about digital marketing as I’m walking down the fairway to my ball. (Of course, I’d […]

Vince Hesketh was welcomed as the new Director of Business Development bringing with him a wealth of knowledge and experiences across several industries. Vince’s background is highlighted by management roles in IT, Sales & Marketing, Operations, R&D, Environmental, and the NFP sector. He holds Business degrees from both RIT and the University of Rochester Simon […]

Vince Hesketh was welcomed as the new Director of Business Development bringing with him a wealth of knowledge and experiences across several industries. Vince’s background is highlighted by management roles in IT, Sales & Marketing, Operations, R&D, Environmental, and the NFP sector. He holds Business degrees from both RIT and the University of Rochester Simon […]

Ah…the good ol’ relationship between journalists and PR professionals. “Complicated” just skims the surface of their relationship. Sometimes they play well and it results in the best PR opportunities. At other times, the two sides snipe at each other like squalling kittens.  But, in the end, the truth is that they need each other.  Journalists […]

Another common error in marketing communication is focusing on the product or service description including its functions and features rather than focusing on the end customer benefit, the why. People will read further once you have gotten their attention. And you get their attention by speaking to one of their desires, fears or problems. Only […]

A common mistake inexperienced marketers make is to cram too much information into marketing copy. I have seen this manifested in several ways:Too much copy on PowerPoint slides – often full screen visuals with no copy are the most effectiveToo much copy on product packaging, especially for products that are displayed at point of purchaseToo […]