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Recently, I attended the launch of a designer sunglass collection, an invitation only event, which I received by email. There was no expense spared, a trendy, attractive club overlooking the Hudson River in New York rented for the event with invited guests waltzing past the red velvet rope, and three hours of open bar in partnership with a premium spirits brand and free-pouring cocktails all night.
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It is interesting that after so many years of talking about the need to have a balanced marketing approach across channels that there seems to be a widening gap of consistency and presence between channels.
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We all do it. We use computers or handheld devices to do a search and we click away. So, what is the value to a company of the enormous amount of clicking, information gathering, and product familiarization that is happening every second of every day?
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The reports of email's death at the hands of social media are greatly exaggerated, though the flagrant indiscretion of daily and hourly blasts to random addresses has caused many to take the word ‘email' in vain. Valuable, yes; misused, yes; does it have a future, yes; will social media push it aside, no.
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What you say, how you say it, and where you say it, will go a long way to connecting with prospective customers. The strategy that needs to go into your content is more important today than at any time in the past as more than just a human will be ‘reading' the material.
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Although the adage is, "Good things come to those who wait", I believe that it should be, "Good things come to those who persevere." For the last 30 years, my brother-in-law Peter Moskal has played in a City Amateur Golf Tournament, an annual golf event that attracts top golfers from around the region. Peter, an avid golfer, devoted husband, and father of two daughters, has persevered long and hard, and although he has come close to winning the City Am on many occasions, coming in second and third repeatedly, winning has always been just out of his reach.
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Have you stepped back from your brand to understand what value the
consumer has placed on it? The value of your brand is now in the hands of the
consumer and the click of their mouse. The amount of positive engagement that
you provide to your consumer will provide endless avenues of communications
[word-of-mouth] that will fuel the "brand" buzz to consumers before they even
know your product.
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Do you ever wonder if all the different tactics that you are
engaging to improve your marketing position are working? Are you really
walking-the-walk, or just talking a good game? Here are four areas that you can
look at to see how you are doing and to gauge if you are executing, or talking.
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