Marketing Strategy

Ask anyone who has attempted to launch a brand on the fly, and they will tell you a marketing planning process is crucial. Understanding all steps of the strategic marketing planning process makes executing it that much easier. As you will see, these three steps require time and dedication to result in success. Consider this:

If you go to the mall on a regular Saturday, you’ll see men, women and children of a wide variety of ethnicities and cultures. This diversity reflects the melting pot that the United States has always been — a place where people from a range of backgrounds and with a wide variety of beliefs live

It’s becoming increasingly challenging to grab an audience’s attention. According to Forbes, on average, Americans are exposed to between 4,000 and 10,000 ads per day. So how can you get your brand to stand out from the crowd? One way is to use storytelling in content marketing. We’ll discuss why this is such a powerful

Reefer. Mary Jane. Pot. Ganja. Marijuana. Cannabis has had quite a few names over the years (we’d love to hear yours — purely for research purposes, of course), but it’s never been as mainstream as it is now. Thanks to a glut of new laws making it legal to grow, smoke, and use cannabis recreationally

The power of sensation is immense. The smell of cookies baking is so closely tied to comfort and nostalgia real estate agents put batches of chocolate chip treats in the oven before open houses to butter up potential homeowners. Just seeing the color yellow can make people feel clearer, happier, and more optimistic. Listening to

Depending on how you market your business, the customer acquisition cost (CAC) can make or break your budget.  In the travel industry, the average CAC is $7. In transportation, it’s $98. Look at customer acquisition cost in telecom and you’ll be clutching your chest and weeping at the $315 average. Of course, all those numbers

In marketing, there’s a lead generation and onboarding process that helps sales funnel gurus and the like turn cold leads into loyal customers. It works like a dream, but sometimes it reads about as dry as the Sahara during a record drought. So, forget the words “lead” and “process” and replace them with “guest” and

Industry standards put the average hotel marketing budget at about 4 to 5% of the property’s total revenue. That’s a nice starting point and marketing certainly is a necessary expense (and one that can deliver pretty awesome ROI), but what if you could get some of your exposure for free? Social moments are a low-to-no-cost

Sometimes the lodging industry can feel like an epic battle between David (small independent hotels) and Goliath (mega chains with recognizable logos and uber-deep pockets), but there’s one area in which boutique hotels have a distinct advantage. While massive chains have to manage franchisees and create branding and marketing guidelines to ensure cohesion and consistency,

Like it or not, with social media, as well as sites like Yelp and the Yellow Pages enabling consumers to leave reviews about products and services, companies don’t have the final word over how the public perceives their brand. In fact, some marketing experts say that consumers now trust each other more than companies. So