In my work launching new businesses (or fixing businesses that have plateaued), one place I see entrepreneurs in every industry get stuck, frustrated, or misguided, is in attempting to apply old models to new business.
The 45th anniversary of Dr. Martin Luther King, Jr.'s assassination comes on the heels of a somewhat minor controversy surrounding the use of his name -- or rather, the licensing of his name -- for the foundation that raised the money for the King Memorial on Washington DC's National Mall.
There are many, many articles on content marketing and social media with tips and steps and plenty of generalities. Very few seem to offer any real concrete ideas or practical examples. In this series of articles, we are publishing an actual case study for a very real company.
Marketing articles on this subject tend to offer platitudes, generalities and a flow chart to nowhere. Here, we will offer an actual idea-filled Case Study that will better illuminate new marketing systems.
Today, marketing has to be more clever than ever before. A marketeer must be multi-disciplined, multi-tasking and multi-technological. And much multi-more. Welcome to the Golden Age of Promotion. Now, it's personal.
Increasing brand awareness should be ancillary to the point of publicly expressing condolences with the nation. There is nothing to be gained when doing good crosses the line into cheap attempts at publicity.
People will ask me all the time, "Why do I need a publicist?" If you have to ask the question, chances are you probably need one. Being a publicist is more than just knowing how to craft a snazzy email, it's a process and an ongoing effort.
To exhibit demands a bold and exhaustive effort, far away from the security of the studio. An artist must work harder, more aggressively and creatively than the gallery to market and publicize properly. At the end of the exhibition, it is your show and yours alone.
Last week, Joya Banerjee published a distressing account at Slate of an anti-circumcision fringe group's efforts to bury a book about the AIDS epidemic under a pile of blistering customer reviews. It seems the tactic worked.
If you want media coverage for your business or creative venture -- and, by extension, to exponentially increase your social media presence -- but you don't know how to go about it, here are the 10 commandments to perfect PR.
Despite the evidence in favor of blogging, many brands are reluctant to blog. While blogs can be a lot of work, they provide a foundation for information on the web and an owned platform for your social business.
It appeared the stunt of "killing" off top celebrities from social networking spheres would easily garner $1 million in a day or two. But after 24 hours, the flow of dollars began to slow. That became a catalyst for fodder.