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Finding the Right Audience

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To spread the word about something, whether a particular event or an important message, the first thing I do is think about my target audience. Who would benefit from knowing this information? How can I make sure this information gets to them? Then I turn to Vocus to...

Your Most Important Asset

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Years ago, when Colin Powel hired a PR professional to develop a U.S.A. campaign to promote the U.S. oversees, he asked her to identify the three most important parts of an ad campaign. She answered, “Branding. Branding. And branding.” Your brand is your reputation,...

The Importance of Frequency

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In 1885, Thomas Smith wrote a book entitled “Successful Advertising,” which focuses on the power of advertisements and how to get folks to purchase whatever one is selling. Many of the messages in its pages remain true well over a century later. One of the powerful...

Increased Customer Value

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The other day I was getting my hair done. After the color application and processing came my favorite part of the service…the shampoo! You see, at the salon I go to, the experience is more than a hair cut. It’s like a mini spa getaway complete with a head massage,...

Market to Success

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Today for the first time, I entered an American Girl store. For those who haven’t experienced this phenomenon, it’s a place where first love happens, where girls feel special. And the sales are constant. How do they do it? A few thoughts: They start with great...

Color of Emotions

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What comes to mind when you think of Nike, Apple, Target, McDonalds? Whether it’s a positive or negative reaction, powerful brands tend to exude powerful emotions. And they use color to help accomplish this. Study after study claims that the use of color in branding...
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