Heidi Cohen's Actionable Marketing Newsletter
Published: Mon, 05/04/15
actionable marketing guide
Dear , This past weekend, my husband and I drove to West Friendship, MD for the Maryland Sheep and Wool Festival (or MDSW for short). It’s one of my two annual wool
pilgrimages to that I make to support my passion for knitting. Historically, state fairs were the place farmers went to exchange critical business information about crops and the market. Farming still plays a major role at the MDSW; you can see different breeds of sheep and learn how to care for them. At the MDSW, yarn, from fiber to finished product, is the show’s highlight. It’s the biggest show of its kind in the US and people travel long
distances to attend. From a marketing perspective, it’s interesting to observe how the different vendors and designers use the event to attract attention and customers. Tess Designer Yarns is always my first stop. Owner Melinda always has an outside tent that’s a knitters’ magnet due to its burst of color.
In a world where most yarn vendors sell their wares based on size or content, Melinda displays her offering by color. Instead of pricing each type of yarn, shoppers receive a 1 page print out describing the various fibers and their pricing. While I don’t have data, I suspect this approach gets knitters to spend more than they planned since they’ve fallen in love with the yarn before they realize the price tag is above their
budget. Additionally Tess Yarns displays easy projects created using their special yarns to help knitters who might have trouble imagining how to use the fiber. Actionable Marketing Tip:
  This week, we interviewed Robert Rose and Carla Johnson,
regarding their book, Experiences: The Seventh Era Of Marketing.We’re giving away a copy of Experiences to one lucky winner with a US postal address. Please understand that while we appreciate that our readers are located around the world, we will only send physical books to people with a
US address due to customs issues.   The winner of last week's book giveaway, a print edition of Robbie Kellman Baxter's The
Membership Economy, is Howard Nelson. Congratulations Howard!We encourage you to sign up to get related goodies even if you don’t have a US postal address for delivery. Happy marketing, Heidi |
Earned Media Definition: 38 Experts Weigh In
Earned media, while not a media platform in the conventional sense, is what marketers traditionally view as PR. Whether it appears on social media, third party media, or curated media (search and review sites,) earned media gets other people talking about your company and/or brand – especially customers, influencers, and other media entities. Continue reading 5 Ways You Can Win Big With Content Marketing ReuseHow To Beat The Once and Done Content Syndrome
Content marketing isn’t one size fits all. To maximize your business results, you must adapt your content to meet your prospects’ needs in the context of the specific media platform. Unlike television ads that are aired again and again to a broad viewer base to attract prospects, content marketing must be tailored to meet its specific audience’s needs in a given environment or it’s never seen. Continue reading Millennials: Everything Marketers Need To Know In 20152015 Millennial Shoppers [Research]
Millennials, aged 18 to 34, are a key demographic for every marketer. The reason’s simple: Millennials influence lots of purchase decisions, for themselves, for their parents, for their employers, and in some cases, for their own families. Continue reading Experiences: The Seventh Era Of Marketing – Book InterviewHeidi Cohen Interviews Robert Rose and Carla Johnson
What’s your best piece of advice for readers looking to improve their marketing and why is it so important?Robert Rose:The practice of marketing is in a fundamental transition. Independent of how big your company is – or even if you’re a marketing department of 1 – the key is to get out of “campaign-minded” tactics and the thinking of “classic marketing”. Tomorrow’s marketing will be about creating valuable experiences at each step of their journey. If you can organize your marketing strategies (and teams) around that concept – you’ll be a step ahead of your competition. Continue reading |
2015 CONFERENCES
Content Marketing World 2015 (September 8-11, in Cleveland.) This is a MUST attend event for every marketer. Get your ticket today and save big! I'll be there. Please join
me.
Social Media Examiner’s extravaganza in San Diego was amazing. I can hardly wait until next year's conference. If, however, you missed last month's event, you can still get a Virtual Ticket to over 100 recorded sessions and events when and where you want!
Likes are Great: Leads are Better - |
HEIDI COHEN AROUND THE WEB |
- Heidi Cohen was mentioned in Deanna Lazzaroni’s “What’s Trending in Marketing: Top Content of the Week” that appeared on LinkedIn. I love the Mad Men reference.
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