Dear ,
Happy Belated Mother’s Day to you whether you’re a mom or still carry part of your mother deep within your heart.
Even if you consider Mother’s Day to be a greeting card holiday like my mom, this special day gives us the opportunity to appreciate our mothers and what we learned from them.
My mother actively disliked Mother’s Day.
Because both of my grandmothers expected her to make a tasty family meal without acknowledging that she was also a mother!
Beyond her culinary skills, my mother was strong willed and marched to the tune of her own drummer.
She followed the “Put one foot in front of the other” approach to life. For her success was earned one step at a time, no matter how small those steps were.
And in the process, my mother provided many lessons that lay the foundation for becoming a great marketer.
On Friday, I attended DigiPublish New York in Williamsburg, Brooklyn, not far from where my mother grew up.
Since I hadn’t visited Williamsburg in a while, I felt like a tourist one stop outside of Manhattan. As a result, I stopped every few blocks to snap a few photographs and document the once Polish neighborhood.
Adjacent to the event space was Domino Park, a thin strip of park along the East River named for the Domino Sugar plant behind it. The signs and paths also play on the game of dominos.
The city transformed this once neglected waterfront leaving existing machinery and these large screw-like objects from the sugar factory as sculpture.
I loved seeing Manhattan’s skyline from this perspective. While not visible in my top photo, visitors can see the Statue of Liberty in the distance!
As a marketer, Domino Park’s artistic use of outdated buildings and machinery to create human space reminds me to view my old content in a fresh light.
Also, Domino Park exemplifies why you need to include multiple perspectives in your marketing to be inclusive.
Actionable Marketing Lesson:
The 3 big marketing take-aways from DigiPublish New York were:
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Reach new audiences where they spend their time, even if you can’t monetize them initially.
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Diversify your revenue streams beyond advertising since media continues to evolve. But protect your brand according to Marvel Entertainment’s Troy Somero.
This means assess the context in which it appears and the entities with whom you do business.
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Use data as your North Star but realize that big data doesn’t equal big ideas. Take the elements that work in one test to the next project. But understand that
you need to get comfortable with sunk costs. (Note: A sunk cost is the money you invested in an older project. It no longer applies to your future investment or costs.)
Vice President and General Manager of GMA (aka: Good Morning America) Digital, Terry Hurlbutt extends the use of newer digital formats to target different audience segments, such as millennials.
To get others in the organization to help the digital team Hurlbutt taught them how to help her. This approach was essential for covering events where the digital team didn’t have the resources to send its
own staff.
Actionable Marketing Lesson:
Also of content marketing interest was DigiPublish NYC use of interactive content and email to support their sponsors.
They didn’t just depend on gift bags!
Instead they raised goodie bag FOMO in an email. To find out more, the recipient had to click through to an interactive page to see their tailored offers on Everthere.co. Each offer had a unique URL for attendee
specific tracking! Here’s what the email and offer page looked like.
Have you started thinking about how to use Marketing
AI to improve your business?
Last week, Pam Didner visited us from Portland, Oregon. Didner underscored the need to stay ahead of the latest technology trends, especially Marketing AI. (BTW, if you haven’t read it, check out Didner’s book, Effective Sales Enablement.)
Fortunately for you, Pam is one of the 60+ speakers who will be presenting at MAICON
2019 this July 16th through 18th in Cleveland.
I plan to be there. Will you be joining me?
If so, please use the promotion code COHEN100 to register for MAICON 2019.
Remember: You must continually keep your marketing skills up-to-date!
Otherwise, as Artillery Marketing’s Douglas Burnett confided, “I read a new marketing or sales book every week to keep from growing dinosaur scales!” (BTW, check out Burdett’s Marketing Book Podcast on iTunes.)
Further, if you’re New York based or plan to be in New York on Thursday, June 6th, please join me at Serial Speakers where the topic is
Influencer Marketing. Use the code: heidi25 to get a 25% discount (BTW - This is NOT an affiliate link! It’s just a discount!)
I hope that you have a great week.
Heidi Cohen,
Actionable Marketing Guide
Happy Marketing,
Heidi
Inspired by my mother, here are 10 Content Marketing Lessons that will improve your marketing results.
Includes mom-related input from some of my colleagues including Kathy Klotz-Guest, Jessika Philips, Brooke B. Sellas, Lisa Doughtery, Ann Handley, Mari Smith, Katie Lance, Rebekah Radice, Kelly Hungerford and Viveka Von Rosen.
Use these 10 Small Business Marketing Lessons to ensure that every business decision and related investment yields the maximum possible return.
Further, to achieve success, use your small business constraints to fuel your creativity to tap into potential opportunities to grow your business and profitability.
Includes examples and tips from Marcus Sheridan, Andy Crestodina and Donna Moritz.
Looking to increase your marketing reach?
Let’s get honest—who isn’t?
Regardless of business type or marketing budget size this Co-Marketing Partnership guide gives you the inside scoop while answering your questions. In addition to tips, it has real life examples.
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