Time was when advertisers and product managers were supposed to focus on the young consumers who had not locked on to one brand. After all, those customers drove the market. But not anymore. Gone are [Read More]
Businesses today are increasingly being called on to understand and optimize their social impact. There is strong evidence affirming the importance of social marketing; benefits include a stronger bottom line, increased brand recognition, enhanced employee [Read More]
In life, there is no separation between one’s vocation and one’s avocation, between our day jobs and the other things we do to remain inspired. That’s the principle that guides Yvon Chouinard, founder of the [Read More]
Word of mouth is one of the most powerful integrated marketing communication tools available to any company today, and it doesn’t cost much to harness the energy of enthusiastic cheerleaders. Here are some low–cost suggestions [Read More]
Take a good look at your favorite store on the corner. There is a 10 percent to 12 percent chance it will not be there next year, according to the Small Business Administration’s Office of [Read More]
According to a study by the New York-based marketing consulting firm WSL Strategic Retail, singles are more likely to spend money on self-indulgences, even though 70 percent of the demographic earns less than $50,000 annually. [Read More]
Look, up in the sky! It’s a bird! It’s a plane! It’s a … baby?
That’s the typical reaction of Boston Red Sox fans to a 5,000-square-foot sky banner that often flies over Fenway Park. It [Read More]
As part of a firm that specializes in generational lifestyle and attitudinal trends, I understand how marketers can get confused and frustrated trying to figure out what it all means for their business. [Read More]
According to the U.S. Census Bureau, 46 percent of American women are single, a number that includes the never married (29 million), divorced (13 million) and widowed (11 million). These women spend lots of money [Read More]
Over the past decade, fantasy sports — in which participants “draft” real professional players to create hypothetical teams and then win or lose based on the players’ statistical performance over the following season — has [Read More]
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