Category Archives for "Marketing"

kombucha marketing kombucha wonder drink brand

How to compete in the booming Kombucha Market

Interview with Steven Lee of Kombucha Wonder Drink.

Kombucha marketing Stephen LeeIn the tea business Stephen Lee is a household name. A pioneer. You could also say he’s the father of Oregon’s booming Kombucha market.

Lee first tried the popular elixir of fermented tea on a business trip to Russia, back when the U.S. and the USSR were coldly pitted against one another.

“When I first experienced Kombucha in Russia − I thought it was one of the most amazing things I’d ever experienced,” Lee said. “There was no question in my mind. I knew it was going to be a phenomenon.”

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Marketing Leadership – Who’s really running the show?

Marketing is full of colorful characters… Data nerds, creative prima donnas, wordsmith poets, actors, spreadsheet managers, order takers, MBAs, planners, directors, programmers, guru tweeters and on and on. Successful marketing management hinges on the mix of these characters.

You have to choose carefully, decide who should lead, and practice good casting. If you put the wrong person in the leading role, you could be in trouble. And if the bit players are not well directed you could end up spending a lot of money for very little return.

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marketing clarity

The secret to success: Clarity. Clarity. Clarity.

Clarity is the key to many things… relationships, international relations, politics and parenting would all benefit from more clarity. But let’s stick to the subject at hand; Business Clarity. Specifically, clarity in branding, advertising marketing communications and management in general.

Doesn’t matter what form of communication we’re talking about — from a quick tweet or a simple email to an in-depth webinar or long-term TV campaign — you need to be clear about what you’re trying to say.

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How to create a website that works for your brand.

For some reason, many people think that “branded websites” won’t sell product or produce a steady stream of leads. And on the other hand, they don’t think “Ecommerce sites” will help their branding efforts. As if the two are mutually exclusive.

Well, here’s the good news: You really can have a website that converts well AND presents a strong brand message. But you’re going to have to go beyond the template-driven who, what, when and where approach that’s so common these days.

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Making websites work — on many levels.

It’s been very interesting to witness the progression of web design over the last 20 years. Trends come and go at a fashion-runway pace. Technology changes even faster than that. The graphic style is continually evolving, but there’s not a lot that I would really call strategic web design.

Regardless of the latest trends or technological bells and whistles, there are some timeless facts about strategic web design that will always apply. First and foremost: The most effective websites are multi-dimensional. That is, they communicate on many different levels…

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1 Five things every marketer should be thankful for.

Once a year we all sit down at the dinner table and express our gratitude and appreciation… for the food, the friends, the family, the abundance. You might want to do the same thing at work once in a while.

As business people, it’s easy to forget the stuff we should be thankful for in the workaday world. We get so wrapped up deliveriWindowsLiveWriter_1000PostsManyThanks_36B6_thousand_3ng the next deliverable, doing the next deal, and appeasing people who may be unappeasable, we just forget to be appreciative. Or worse yet, we don’t see the good stuff at all.

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4 How to hire the right marketing person, the first time.

I don’t work with Fortune 500 companies. My clients rely on small, efficient teams of people for all their marketing needs. If that’s your situation, or if you have a fledgling start-up, you better think carefully about the type of marketing person you hire to spearhead the effort.

The most common mistake is hiring a specialist… someone who’s deep into SEO, or social media, or web programming, or brand journalism, or graphic design. Whatever. Those “doers” are all important players in your marketing mix, but what you need is a thinker/doer. An idea guy who can wear many different hats.

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1 Branded content – finding and providing something worthwhile.

Fifteen years ago, in The Cluetrain Manifesto, Christopher Locke wrote, “the internet has made it possible for genuine human voices to be heard again.”

What do you mean, “again”? Never has the average Joe been afforded unrestricted access to an audience any bigger than the crowd in a neighborhood pub. This giant electronic soapbox known as the internet delivers a world-wide audience. Anyone can pontificate at will, on any subject, and potentially reach billions of people across the globe.

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Truth and clarity about Guerrilla Marketing

It’s 1810. Napolean’s armies have conquered all of Europe and are enjoying the spoils. But in Spain, small bands of dedicated freedom fighters wage their own war against the occupying forces. They strike. Move. Hide. And strike again. They involve the enemy in a long, drawn-out war, and ultimately prevail.

That’s how the term Guerrilla Warfare came to be. The literal, Spanish translation is “small war.”

Fast forward to 1983. Jay Conrad Levinson, an old-school, advertising guy from Chicago, borrows the term for a marketing book he’s writing. “Guerrilla Marketing” becomes one of the most popular business books of all time, with endless spin-offs and merchandise tie-ins.

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5 Brands Of Love On Valentine’s Day

Valentines-Day-background_mainI’ll never forget my first pair of skis… Hand-me-down Heads from a by-gone era. Jet black. Heavy as can be, but oh so lovable! Since then, I’ve purchased eight more pairs of skis and four were the same brand: Head.

The latest is a pair of Head Rev 105s, and I’m absolutely loving them. I test drove many different brands — and they were all good — but I chose Head. Every time I ski on them, and every time I see another Olympic racer on the podium with their Heads at their side, I get even more attached to that brand. It’s a life long love affair.

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