6 tips on how to market a restaurant and serve up a memorable experience
Dining out at restaurants has become a key part of our personal, social, and professional lives. In fact, the average American spends about $2,500 eating out each year, which explains why the industry has boomed to over $632 billion in …
Marketing and design blogs to feed your brain
Whether we’re talking with prospective or current clients, training a new hire, or providing mentoring, we often get requests for marketing and design blogs and resources they can reference to learn more. After compiling the list from scratch one too …
It’s (not) all about the Benjamins: Advice on how to market a bank
During a recent project for Gateway Bank, we conducted some competitive research on other banks to see what they look, sound, and feel like. The results were lackluster and disappointing. One would think that with tons of money at stake, …
Why you shouldn’t hire random college kids to manage your social media
Most business owners understand the power of social media, but not all of them understand the knowledge, strategy, and effort it takes to make it work for their company. I often hear, “I’ll just hire an college kid to do …
Speak your customers’ language
Jargon has become a staple in our business conversations. We use it for all sorts of reasons – to make us sound smarter, to relate to others in our tribe, to supposedly explain things in a more succinct or creative …
Why do successful companies keep investing in ongoing marketing?
Seasoned Fortune 500 companies have a deep understanding and appreciation for marketing. Coca-Cola may already one of the most recognized brands in the world, but they nevertheless spend billions of dollars every year on their marketing efforts. (And you can …
Officers eat last: Simon Sinek’s revelations on purpose and leadership
Simon Sinek is one of my favorite leaders and speakers in business. I discovered Sinek in early 2010 when I saw his TED Talk on how great leaders inspire action. The core of this presentation was a simple but compelling …
It’s a waste to start anywhere but the beginning
Whenever someone discovers there’s a problem with their business or has a marketing project to tackle, they want it done NOW. They get anxious, excited, and can’t wait to see the solution or finished product. That’s totally normal, and it’s …
Marketing and sales: you got your chocolate in my peanut butter
Having been in sales for my entire professional career, I’ve witnessed one side of the ongoing jihad between marketing and sales. Now that I’m the newest member of the Forty team, I can finally come clean and admit that I …
Your website is not a silver bullet
One of the most common opening lines we hear from business owners is, “I need a website.” In reality, 99% of them need something different than (or additional to) a website, whether it’s strengthening their brand, help communicating with their …
What is a marketing plan? (Plus 9 steps to creating your own)
In our last “What is…?” post, we demystified content marketing and explained it in layman’s terms. Now, we’ll do the same for another industry buzzword: the marketing plan. A marketing plan is a document that outlines your current market position, …
You are not your target audience
One of our most common tendencies as people is believing that our own thoughts and opinions are true or the best option. It’s human nature, and a lot of times your gut will lead you in the right direction. However, …
Do you have Wonka Vision? Making products stand the test of time
Have you ever thought about the staying power of your brand? Is it worth the effort? At one time, it was supremely important for the Quaker Oats company, as they sought to create a powerful, interesting, and lasting effect for …
10 effective advertising techniques we can learn from infomercials
During a recent sleepless night, I dragged myself out to the couch to watch TV. I was hoping to catch up on some brainless Bravo reality shows or gawk at the ridiculous hoarders on TLC, but all I could find …
Marketing ideas: make friends with other companies
You have to admit, you come across some amazing companies each and every day. Taking the time to mention them in a blog post or on Twitter, or even writing an entire article about their company not only makes them …
Marketing ideas: get a mascot or spokesperson
It’s easy to create an icon or character associated with your company, typically found in or near your logo. So why not go a step further and bring this character life by creating a mascot for your company as well? …
Is your company’s power structure killing your marketing efforts?
Geert Hofstede’s research into national cultures from the 1960s onward has identified five primary dimensions of culture: Individualism, Masculinity, Uncertainty Avoidance, Long-Term Orientation, and Power Distance. This research has proven useful in a variety of contexts, from setting national policy …
Clearing up the QR code conundrum
It seems like everywhere I look these days, there’s a QR code…magazines, bus stops, t-shirts, menus, Facebook ads (riddle me that!)—even on dogs. As they continue to grow in popularity, I’ve been left wondering if they’re really worth all the …
Marketing ideas: say something nobody else will
Every industry has norms about the content in sales materials, and it’s often the case that companies imitate each other instead of thinking about what customers really want to know. If you’re a service firm, for example, try posting your …
The subtle secret of modern marketing: humans crave humanity
One of the most common themes in popular science fiction is the feeling of technology and/or corporations squeezing the humanity out of the human race. It’s easy to find examples of dehumanized futures in film: The Matrix, Equilibrium, Brazil, A Clockwork …