Warby Wannabes – Direct-to-Consumer 2.0

Warby Wannabes – Direct-to-Consumer 2.0
As a “classically trained” marketing person who believes passionately that the best products solve a real unmet need in a better way than anything on the market, watching the direct to consumer (DTC) revolution has been fascinating. And while I love Dollar Shave Club’s viral video and Warby Parker’s fab glasses, I...

Execute Tactics More Strategically

Execute Tactics More Strategically
Use what you know, or can infer, about your customers’ behaviors to help you make better marketing decisions. Check out this brief video for ideas on becoming more precise in how you execute your marketing...

B2B Featured Tactic: VITO-esque Campaign

B2B Featured Tactic: VITO-esque Campaign
Way back when I was working with one of my very first B2B clients, the CEO’s agency introduced me to the concept of a VITO (Very Important Top Officer) campaign. It was a great addition to my marketing arsenal, and I pull it out when I have a client who is targeting a manageable number of senior-level individuals. VITO is a direct...

The Difference Between Strategies and Tactics

The Difference Between Strategies and Tactics
Many people seem to have a hard time differentiating between strategies and tactics. Here’s a video from one of our Marketing Strategy workshops that lays out our handy rule of thumb and some real world examples....

Book Launch! Marketing Your Book By Working Your Network

Book Launch! Marketing Your Book By Working Your Network
Occasionally I get asked for recommendations for marketing a book. This email, from my business school friend Sheryl O’Laughlin, is a great example of leveraging social media and your connections to spread the word about a book or anything else you’re personally passionate about. It was written by Sheryl to spread the word about her...

Have I Got an Opportunity For You! Evaluating an Unsolicited Tactical Opportunity

Have I Got an Opportunity For You! Evaluating an Unsolicited Tactical Opportunity
If you’re like me and the companies I work with, you probably get unsolicited emails pitching goods and services every day. Some are worthy of your consideration, but most aren’t. I’ve seen clients asked to sponsor Bears radio because they’re headquartered in Chicago or to pay to participate in a holiday promotion on an obscure culinary cable...

The Care and Feeding of Your Brand Ambassadors

The Care and Feeding of Your Brand Ambassadors
One of the Techstars companies I mentored this summer, Pak’d, delivers healthy custom lunches to your door. Targeted at moms, Pak’d has had a lot of success using a “Mombassador” program in the Chicago area as part of its launch. I was recently having lunch with Rebecca, one of the co-founders, when she asked me for advice about managing and...

Dentist’s Ad Needs More Teeth

Dentist’s Ad Needs More Teeth
A lot of times we’re just too close to our own marketing to objectively assess it. If Lincoln Park Smiles, a dentistry practice in my neighborhood, had asked someone else to look at their ad before it was turned into a finished billboard, then maybe their ad would’ve shown some teeth! If you’re a dentist selling smiles, then you...

Dollar Shave Club’s Viral Video: Behind the Scenes

Dollar Shave Club’s Viral Video: Behind the Scenes
Google recently told one of the startups I advise, ZipFit, that they should consider adding a YouTube video ad to their online mix to increase their overall click through rate. That’s easy for Google to say, but ZipFit has almost no budget for marketing of any kind. However the ZipFit team figured that if Dollar Shave Club could throw...