Change Management

2021 Retail Tech Trends

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In 2021, e-commerce will catapult forward. The pandemic sparked a mass migration to digital to satisfy our basic needs, from food to social connection. This year, we can expect the entire e-commerce infrastructure to mature with tech innovations like: Livestreaming E-grocery evolution Autonomous vehicles What other retail tech trends will influence the supply chain in […]

Change Management

2021 Retail Strategy Trends

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What does 2021 have in store? Reinvigorating retail and getting closer to consumers are macro strategic trends we’ll see in the new year, as retailers and brands: – Fuel sales and consumer excitement– Cut inefficiencies– Gain lucrative new strengths See related infographics on:– 2020 Retail Partnerships– 2020 Retail PEST Analysis– Social Commerce is the Future […]

Change Management

Walmart SWOT Analysis (Q4)

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Walmart wants to win. This high-level SWOT analysis shows how Walmart has faced certain weaknesses to strengthen its competitive position during this year’s pandemic. Additional recent moves to adapt to the times include: Diversity: A commitment to ensure its workforce and suppliers reflect the people in the communities Walmart serves Domestic partners: Walmart has launched […]

*Thought Leadership

2020 Retail Rumble

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Forget crowdless UFC matches – 2020’s biggest rumble is taking place between retail giants Amazon and Walmart. Their arena is today’s unrelenting market complexity, including economic and technological upheaval amid the coronavirus crisis. In this third and final piece in a series, we compare Walmart and Amazon’s enduring and pandemic-specific strategies to spot market opportunities […]

*Thought Leadership

Is Walmart winning?

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2020 SWOT analysis: Is Walmart winning? The world’s biggest retailer has shown surprising agility to serve consumers during the coronavirus crisis. The retailer boasts thousands of stores, robust e-grocery and enticing everyday low prices. Also, it’s not humanly possible to leave a Walmart store without spending at least $100. Is that enough to win in […]

Leadership Communications

Trump’s Winning Marketing Strategy: Rage Against the Machine

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The world awoke to a whole new reality show. As astounded Americans try to make sense of last night’s election results (and feverishly apply for a Canadian passport), let’s examine how President-elect Trump’s marketing strategy contributed to his stunning triumph. Donald Trump’s political campaign nailed several basic marketing principles, which elevated his brand from brash […]

Brand

Top 5 Ways to Toot Your Brand’s Horn

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In today’s cluttered marketplace and fragmented media landscape, it’s more challenging than ever for companies to get noticed and be heard. So let’s end the year by reviewing the top 5 strategic communication tips that will help your brand stand out and look good by demonstrating its value. Build these 5 best practices into your […]

Editing

7 Ways to Block Your Rivals’ Shots

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True story: A U.S. corporation apologized for its marketing copy on public affairs after it omitted the L from ‘public.’ Embarrassing errors and omissions happen. When they do, your competitors may act like goons and attack your brand. To defend your company, you need strategic communications practices. It’s like having a superstar goalie on your […]

Content Marketing

Create a Competitive Content Strategy

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In today’s crowded marketplace it’s hard to stand out, especially if your company lacks a massive marketing budget. Luckily the Internet helps “level the playing field” for companies of all sizes to turn themselves into giants by telling their story — all for minimal cost. Here are five ways your company can gain a competitive […]

Case Studies

Case Study: Break Through the Clutter

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Situation: Two of my clients couldn’t have been more different: an IT service provider for institutional investors and an author of a book for young women. However, they both wanted to stand out and generate excitement among their target markets. Approach: I collaborated with each client and partners to develop compelling marketing campaigns. For the […]

Content Marketing

Discover Your Company’s Story Goldmines

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Eureka! Your organization is already filled with an abundance of surprising, free sources of stories. It’s time to share anecdotes on what you do and why your business is a treasure to your target market. Tap into these unexpected goldmines to dig up compelling stories about your company: Sent mail: Look through your email to […]

Case Studies

Social Media for a Media-Shy Company

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Situation: A risk averse client in business-to-business (B2B) e-commerce wanted to attract new customers, strengthen loyalty and establish itself as a trusted brand. However, senior executives feared the company’s lack of control over the tone of traditional media coverage, so they also felt reluctant to use social media. Approach: I worked with a partner to […]

Strategic Communications

Bulletproof Your Communications Strategy

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In a flat economy, businesses face increasing pressure to stretch every marketing dollar further while achieving results. Do you know which areas of your communications require greater strength, clarity or efficiency? Use the following questions to assess how well your communications strategy functions under pressure: Target: Who is your primary customer? Priorities: How do your […]

Content Marketing

Web Writing S.O.S.

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In today’s sink-or-swim world of business, your company needs to be online – and use website copy that advances its strategy. Use these 25 web writing tips as a lifesaver to make your company’s digital content stand out: Writing basics Write clear, simple content. Plain language is easiest to read. Cover only one topic per […]

Crisis Communications

PR in 2013: A Musical Tribute

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As the year winds down, let’s take a musical journey as we reminisce about PR campaigns that stood out in 2013. Baby Got Back: After customers complained that lululemon yoga pants were “pilling” between the thighs and the seams were tearing, company founder and chairman Chip Wilson created more negative headlines. He claimed, “some women’s […]

Case Studies

Case Study: Extreme Email Makeover

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Situation: One of my clients communicates using more than 30 email campaigns per month. However, the email response rates had been dismal for years. Approach: To understand the client’s strategy, I analyzed 20 sample emails and considered: If I received this email, would I even open it? Is it clear? Do I understand why I […]

Marketing

Stand Out: Strategic Publicity Practices

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Want to break through the clutter? Use these media relations tips to help your business stand out and gain a competitive advantage. Know your audience: Your target always impacts your strategy. For instance, do they use social media? Read blogs? Prefer traditional media? Drill down further: Which specific print, broadcast and online properties attract your […]

Marketing

Pinpoint Your Target Audience

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Tired of playing hide and seek with your target market? To identify a suitable target, successful entrepreneurs recommend these tips: 1. Pick an audience you can relate to. Choose and audience you understand and admire — then tailor your product to their pain points. 2. Consider long-term potential. Among customers that will adopt early, which […]