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  • Marketing Sherpa Case Study: A Successful Web Redesign Brings More Customers to Bricks and Mortar Business

    David Kirkpatrick reports on an interesting case study for Marketing Sherpa today. Matt Matros , owner of Protein Bar , a restaurant in Chicago, decided to redesign the company website. The technology of the old site was outdated, and Matros was expanding the business. The redesign took two months, and when the new site went up, the results were impressive. Kirkpatrick reports that page views increased nearly 500%, the number of visits also went up exponentially, and "time-on-site increased by 179.97%." So what were the key steps? Kirkpatrick writes that there were three: Step #1. Set benchmarks and develop the site Step #2. Leverage social media and content marketing Step #3. Understand your market Get the details in the Marketing Sherpa case study, here .

  • Brand Resolutions for 2011

    Maybe you have made some personal resolutions for 2011. Perhaps you have even kept those resolutions for the first three days of the year. Good for you. But have you made resolutions for your business brand? Paul Williams of MarketingProfs recommends that you do. And he shares some resolution ideas from Shawn Parr of Bulldog Drummond . Here are a couple of ides from Parr's top ten: #2. Revisit and Refine your Purpose Take the time to look back at your mission and vision, and ask if you were living it in 2010. Look for places to bring it to life with your team, explore whether you need to refine it. Remember: The words aren't set in stone. If they're not resonating, rewrite and revise! #5 Set Some Big Goals Set at least one wild and audacious goal for 2011-something you've never tried before. Outline the goal, share it with your team, and challenge them to play their part in achieve it. Just don't forget to celebrate the small victories and successes on the journey. and our favorite, #7 Inject Fun Into the Everyday One of the best motivators for your team is a great work environment. This year, start doing small things that make your employees happy. A monthly massage for a team who've put in hours of extra energy, a weekly cookie pot-luck. Small gestures or events can make a big difference. And the benefits won't just stop with your team, they will show through everything that your brand does. Happy people equals happy brand. Read the full list here .

  • Gen Y's Buying Power and What Brands Will Do Well With the Next 'Greatest Generation' of Comsumers

    NYU Stern School of Business professor Scott Galloway points out that there are now more members of Generation Y than there are Baby Boomers. And as Gen Y members eclipse their parents in number, they also are poised to take their place as the generation with the most spending power. And Galloway says that means that they will dictate the future of business--especially Gen Y members in China. In this talk at the L2 Generation Next Forum , Galloway breaks down the key characteristics of Gen Y, and what brand marketers need to know about the "next 'Greatest Generation'":

  • Woodstock's Lasting Legacy in Marketing

    A lot of media outlets looked, and listened, back 40 years this weekend, commemorating the anniversary of Woodstock . The music festival and subsequent documentary may or may not have "changed the world" as so many participants predicted or hoped. But, as you can see in this Wall Street Journal video, it did change the music business. And, as the narrator says, Woodstock :"usher[ed] in a whole new era of marketing."

  • Protecting Your Brand in Web 2.0 World

    Kern Lewis , president of small business marketing consultancy firm GrowthFocus , says marketers need to stop fretting about how little control they have over how messages spread in the viral, social media-driven world of Web 2.0. In reality, customer "have always been in charge" or how brands develop, he says, "the feedback loop is just a lot faster now." Customers can spread negative opinions about a product or company more quickly and widely than ever before, so brand managers need to know the digital turf better and they need to be quick. At Forbes.com , Lewis shares some advice at how to act on feedback. He says "be vigilant," "be active,' and "be honest": Given all the mud being slung at corporate America these days, honesty and clarity have never been more important. If you make a mistake, own up to it and demonstrate that you are taking steps to fix the problem once and for all. Remember: Giving customers what they paid for is nice. Demonstrating your commitment to quality and improvement will keep them coming back. And that's what building a strong brand, in any age, is all about. Read How to Maintain a Brand here .

  • TV Exec Says Advertising is About Money, Not Brand

    Longtime television executive Henry Schleiff runs the Hallmark Channel as head of Crown Media Holdings. Despite the brand-identiity push of adverstisers in recent years, he believes television advertising is not about building brands after all. It is, he says, about selling products. In this AdAge video from the 2009 Upfront Summit , Schleiff says it is time to blow up old myths about television viewing and ads.