We Know Marketing Is A Strategic Function, But Does The C-Suite?

Chief Marketing Officer, Zebra Technologies www.zebra.com.

When times are tough and budget cuts are warranted, the marketing function can sometimes take one of the biggest hits. With a sizable discretionary budget, it can be a natural target for short-term spending reductions. And some believe it will be less disruptive to the overall business to pause marketing programs than to halt research and design (R&D), business development, sales or support activities.

We all agree you can’t drive business growth if you aren’t creating sources of incremental revenue. And you can’t expand revenue without a strong portfolio of products, aggressive sales effort and happy customers. However, it’s going to be difficult to increase awareness of your offerings, much less prove their value in a way that piques buyers’ interest, if you don’t have a steady cadence of marketing programs.

If you just step out of the market — and your

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Comcast Offers Thousands of Grants, Equipment, Marketing and Technology Resources to Small Businesses Hardest Hit by COVID-19

Comcast RISE Initiative Provides Small Businesses with Free Marketing Insights and Opportunities to Apply for Media, Technology Upgrades and Grants Up To $10,000

Black-Owned Small Businesses, Those Impacted Most by the Pandemic, are the First Eligible Applicants for Comcast RISE Resources and Grants.

Comcast Corporation (NASDAQ: CMCSA) today launched Comcast RISE, an initiative created to help strengthen and empower small businesses hard hit by COVID-19. The Comcast RISE program will help thousands of small businesses over the next three years. The multi-faceted program offers grants, marketing and technology upgrades, including media campaigns and connectivity, computer and voice equipment, as well as free marketing insights to all applicants.

U.S. small businesses have been particularly hard hit by the pandemic. A recent study from the National Bureau of Economic Research found that the number of U.S. active business owners dropped from 15 million to 11.7 million from February to April. The study

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Pivot Point Consulting Engages Amendola for Strategic PR and Marketing Services

SCOTTSDALE, Ariz., Oct. 13, 2020 /PRNewswire/ — Amendola Communications, a nationally recognized, award-winning healthcare and technology public relations and marketing firm, announced that Pivot Point Consulting has selected the firm to amplify client successes and industry best practices after a competitive review of agencies.

With 450+ consultants and serving more than 100 provider and payer organizations nationwide, Pivot Point Consulting, a Vaco Company based in Brentwood, Tenn. provides Best in KLAS healthcare IT services ranging from advisory, implementation, optimization, managed services and talent solutions.

“Pivot Point Consulting is thrilled to have Amendola in our corner,” said Rachel Marano, Pivot Point Consulting’s Managing Partner and Co-Founder. “Having been recognized as the 2020 Best in KLAS Overall IT Services Firm, as well as a Best Place to Work by Modern Healthcare, we’re excited to join forces to share our story with a broader audience who may not be as familiar with

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Original Chick-fil-A Marketing Executive Launches Spark, a Digital Master Class on Brand and Culture

ATLANTA, Oct. 13, 2020 /PRNewswire/ — Through Spark, the first ever online course from Chick-fil-A Pioneer, David Salyers, business owners and brand managers have the opportunity to learn the secret sauce of Chick-fil-A’s famed customer loyalty and renowned culture, be empowered to identify their brand’s unique competitive advantage during economic downturn, and start their journey to transform their organization’s culture from the inside out.

David Salyers was one of the original two marketing executives at Chick-fil-A. He went on to spend 37 years in the Chick-fil-A Marketing Department, most recently as a Vice President, before his retirement. Having worked at Chick-fil-A his entire career, he saw the principles of servant leadership and creating remarkable customer experiences play out in the growth of more than 2,300 Chick-fil-A restaurants around the country. Today, this multi-billion dollar company is recognized as one of America’s most successful, powerful and beloved brands. 

During

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Learn YouTube Video Marketing Across 50 Hours of Training

YouTube reaches 1.3 billion people. More than 30 million people log in every day to watch videos on the world’s largest video sharing platform, which is why marketers are leveraging YouTube as an important channel. If you’re looking to diversify your marketing or want to help your company’s marketing initiatives, check out the Complete Content Creator Bundle for YouTube.



a close up of a computer


© Kon Karampelas


This ten-course bundle comprises more than 50 hours of training in everything from how to set up a YouTube account to building complete sales funnels and turn viewers into buyers. The instructors include proven entrepreneurs like Benji Wilson, Chris Haroun, and Bryan Guerra—people who have grown multi-million-dollar business empires, in part by using YouTube as a channel.

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You’ll learn how to start a YouTube channel and discover a proven approach to scaling it to reach thousands or millions of people. You’ll learn how to use free

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Digital Marketing Tactics All Businesses Should Use

Zohaib Hassan is the CEO/Founder of SnapWeb Services, an ROI driven, data-obsessed full-services digital marketing agency.

If you’re a business owner, people have probably been talking to you about digital marketing for ages — whether it’s a well-meaning friend or an ad agency on the prowl, you’ve heard endless suggestions on everything from SEO to PPC and every other three-letter acronym. And all that was in a pre-pandemic world. The sudden, jarring shift to an audience more frequently online will leave behind many lasting effects on how businesses reach their target audience.

In a post-pandemic world, 56% of business leaders that utilize digital tools report that at least half of their sales occur online. While many businesses plan on decreasing spend, depending on the channel anywhere from 40-59% of large national brands intend to increase their ad spends across digital channels. That’s just the big guys.

But with

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How ‘The Pilates Class’ used influencer marketing to scale quickly

  • Jacqui Kingswell has been a professional fitness instructor for years and, like many people, pivoted to digital when the pandemic turned her world upside down.
  • Kingswell took her technique online to create The Pilates Class and quickly caught the eye of an investor.
  • In four months, she used a three-pronged influencer marketing strategy to scale to 60,000 social media followers and tens of thousands of subscribers.
  • Visit Business Insider’s homepage for more stories.

Within four months of its launch, The Pilates Class (TPC) has amassed tens of thousands of subscribers, and a social media following of 60,000.

And its founder, trainer and former dancer Jacqui Kingswell, says an authentic influencer campaign is to thank. 

When the pandemic hit and the world pivoted online, Kingswell started teaching classes on Instagram Live to stay in touch with her regular clients and quickly realized this was the future of the industry. It would

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Hilton Inspires Travelers to Make New Memories with the U.S. Launch of Insights-Driven Global Marketing Campaign

MCLEAN, Va.–(BUSINESS WIRE)–Oct 12, 2020–

Hilton has announced the U.S. debut of “To New Memories,” its first global marketing campaign since the onset of the COVID-19 pandemic. The insights-driven initiative reflects consumers’ desire to reconnect with the people and places they love. The campaign comes on the heels of a new survey uncovering that travel memories are some of the happiest memories of consumers’ lives (89% of survey respondents), suggesting that most Americans (188 million) would say they are experiencing a travel memory deficit. The results also revealed the optimism and desire consumers have for traveling again soon, a feeling that is reflected in the new campaign and new Hilton packages and promotions.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20201012005110/en/

Still photo from Hilton’s To New Memories campaign. (Photo: Business Wire)

The global marketing effort, first launched in September in China, the United Kingdom and Germany,

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The Ultimate Guide To Starting A Side Hustle Part 6: Marketing

When you are starting a side hustle, one of the most important things you can do for your business is market. But marketing can get pretty out of control if not planned strategically. The first thing you need to do is make sure your marketing is synergistic with your sales plan. 

Years ago, I worked for an ad agency in San Diego. Out of the blue someone called our office and asked to speak to the media buyer – which was me. I answered the call and it was a local plumber, who serviced commercial buildings and businesses. He wanted to know if we could create an ad for his business to shine on the side of building at night – because he saw this done in Las Vegas the weekend before and thought it was clever. 

So I asked him, “This particular ad would only be seen during evening

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How to Craft the Perfect Startup and New Business Marketing Budget

You’ve finally launched your new business. Congratulations!

Now, it’s time to make people aware of your presence, as well as your products and services. The best way to do this? Strong branding and a custom marketing plan – two crucial components that don’t come cheap.

That’s what this article is all about: crafting a startup marketing budget. We want to talk to you about the costs of promotion, how to project your future finances, and methods for deciding where to spend your advertising dollars.

At this pivotal moment in your startup or new business’s growth, it’s essential that you plan out your marketing spending. You need an effective, well-thought-out strategy to advertise your shiny new products/services to the right customer segment.

Spending too much on initial marketing can break your growing brand – but spending too little can lead to a lack of brand awareness and revenue.

In this piece,

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