2020 Presidential Candidate Fandom

On August 15, I attended a Donald Trump MAGA rally in Manchester, New Hampshire. I witnessed massive Trump fandom in action and I wrote about the marketing aspects of the  event. Several weeks later, in the exact same venue, I attended the New Hampshire State Democratic Convention (as an independent guest, I am not a member of a political party). At the DNC event, 19 candidates for president addressed the gathering. It was fascinating to see fans of the various Democratic candidates as passionate as Trump’s fans. Related posts: What is Elizabeth Warren a Passionate Fan of? What is Beto O’Rourke a Passionate Fan of? What is Presidential Candidate Jay Inslee a Passionate Fan of? How Surfing Influenced Presidential Candidate Tulsi Gabbard: Fanocracy Stories What Marketers Can Learn From 2020 Presidential Candidates’ Text Messaging How Cannabis Is Shaping The 2020 Presidential Election How Digital Marketing Changed the 2016 Presidential Race […]

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What Are Vanity Metrics and Why You Should Be Leary of Them

You’ve been told that social media marketing will bring you money. You go out and create an Instagram account, a Facebook Page, a Twitter account and you start creating. One of your posts go viral. And then your revenues remain the same. What’s going on? You got hundreds of shares on that Facebook post. Why aren’t they pouring into your eCommerce store and buying up all your stuff? You might have fallen victim to the classic marketing blunder. Vanity metrics. Here’s what they are and why you should focus on other metrics instead. What Are Vanity Metrics? Vanity metrics are impressions like comments, followers, shares, open rates, views, likes, traffic, etc. You might know these as engagement metrics. And there’s nothing wrong with measuring them. The only problem is, they don’t actually represent money. They only represent engagement. And if people aren’t moving down your marketing funnel, these metrics are […]

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Why Photography Is Your Best Shot At Garnering More Leads

Maybe you’re stellar with words. You’ve been writing on your company blog for a while. But you’re not seeing much return for your time. Your store is well organized and slick. Your ads speak volumes. And yet you’re selling few items. What gives? What are you missing? If you’re on your cell phone right now, pick it up. Turn it over. Is there a camera lens there? That’s what you’re missing. When a relevant image is attached to information, people will retain 65% of the information as opposed to the 10% they’d retain otherwise. That’s a 650% increase! Wouldn’t you like to get that kind of engagement? I figured so. Here’s why you need photography in your marketing strategy. 1. You Can Put a Face to Your Brand Who is the face of the United States? The President. Who is the face of Tesla? Elon Musk. How do you know […]

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4 Software-Marketing Messages Scaring Your Customers Away

Eliminate these from your arsenal and you’re bound to generate sales. September 10, 2019 5 min read Opinions expressed by Entrepreneur contributors are their own. It seems like there are more startups than ever before that are selling software or software-as-a-service (SaaS) solutions. One of the challenges of B2B sales, which is especially strong for companies that sell software, is that you need to be careful with the way you approach your prospective customers. Some of the key selling points and sales pitches that you feel are most important to share might not be having the intended effect. In fact, some of your software-marketing messages might be scaring customers away. Here are a few of the most commonly encountered B2B software-marketing messages that tend to scare customers, as well as how you can handle these situations better. 1. “Our solution delivers great ROI!” Every business makes investments, but the word “investment” […]

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How to Plan a Viral Marketing Campaign

Social-media maven Denis Piszczek helps break down the ins and outs. September 10, 2019 6 min read Opinions expressed by Entrepreneur contributors are their own. Imagine you had a single post on Facebook generate more 42,000 interactions, reaching 2.8 million people. Imagine that the post was promoting a product that had real commercial value for your business. Now, imagine if you didn’t even spend a dollar on it. That’s the power of viral marketing. Denis Piszczek is an entrepreneur widely known for coordinating powerful, branded viral marketing campaigns on Facebook and Instagram, including the example above, which he coordinated on behalf of Kinder Bueno. I sat down with him to understand how he formulates viral campaigns, both on his own Facebook pages, such as Faktglaublich and Video Trends — two of the largest viral pages in Germany — and for clients all over the world. Understanding Virality In order to tap into the exponential […]

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8 Simple Steps to Use Your Book to Grow Your Business

Your latest published work can also serve as a larger marketing tool. September 10, 2019 6 min read Opinions expressed by Entrepreneur contributors are their own. Getting a book published is pretty easy these days, at least if you’re willing to self-publish. But using a book to grow your business in a practical, tangible way is a strategy a lot of people don’t take time to learn. This article will give you eight important, sequential steps to glean the results you want from your book.   1. Decide if you fancy yourself doing many books in the future.  If you are solely interested in releasing a book to grow your business, it’s fine to self-publish and just get it out there, but if you plan to write more books in the future, you’ll need and want to spend a lot more time plotting the marketing of your title and yourself before, […]

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What Entrepreneurs Can Learn from the Backlash to Hotel and Resort Fees

Being upfront with customers about pricing will create a customer for life. September 8, 2019 6 min read Opinions expressed by Entrepreneur contributors are their own. Every January, I go to the Consumer Electronics Show (CES) in Las Vegas. CES is a cavalcade of “what’s next” in consumer electronics, from televisions to smart refrigerators. And robots. Lots of robots. Some of which are really creepy. With how expensive hotels tend to be during this event, I book months in advance to secure a still unreasonable but not eyeball-gouging rate. But this year was different. To my surprise, a $54 resort fee was added to my bill upon checkout, thus adding a total of about 20 percent to the cost of my stay. Inquiring to the hotel, I was told that the fee was “mandatory” and that it covered such generous amenities as water bottles, a chocolate bar and an airport shuttle that is “currently […]

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The Inside Psychology of Specialty Grocery Stores

A shopper’s perception of choice should be the driving force behind a retailer’s assortment strategy. September 6, 2019 5 min read Opinions expressed by Entrepreneur contributors are their own. Meeting consumer demands in grocery is a true balancing act. Retailers must offer an enjoyable in-store experience while accommodating consumers’ desire for click-and-collect options. They strive to be dependable for mainstay products, while releasing specialty items in response to new trends.      In response to “evolving consumer tastes,” Walmart announced plans to broaden its assortment of specialty foods, discussing the strategy in detail at this year’s Summer Fancy Food Show. With 90 percent of Americans living within 10 miles of a Walmart store, Walmart saw the opportunity to expose consumers to more innovative brands. The new hyper-local, store-level approach to assortment decisions brings new products to exact, targeted markets.  Without access to Walmart’s supply chain prowess, how can other retailers […]

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Don’t Let Digital Marketing Mistakes Derail Your Business

In this online-consumer age, it can make or break growth and survival. September 3, 2019 4 min read Opinions expressed by Entrepreneur contributors are their own. Let’s face it: We live in a technology-driven world, and digital marketing has in many ways surpassed traditional channels. With consumers now turning to the internet for every question they have, it’s easy to understand why thoughtful digital marketing can make or break a business. Without it, any company is as good as dead in the water.  This necessitates not only the implementation of savvy tactics, but a knowledge of what pitfalls to avoid ahead of time. Here’s how to avoid the kinds of digital marketing mistakes that can derail your brand faster than a mouse click.  You’ll Never Reach Your Goals You Don’t Set This might seem obvious, but it’s amazing how many brands out there look at digital marketing as something to just dip their toes […]

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How Surfing Influenced Presidential Candidate Tulsi Gabbard: Fanocracy Stories

Tulsi Gabbard, a member of the U.S. Congress from Hawaii and candidate for President, is also an avid surfer. It says so right on her @TulsiGabbard Twitter profile: “Soldier. Veteran. Surfer. Congress. Candidate for President.” So when I had an opportunity to ask her a question at a town hall event in New Hampshire, I went straight to her love of surfing. Later, when I had a moment to speak with Gabbard away from the spotlights, she told me mine was the best question she’d ever been asked in her entire political career! That’s what happens when you get people talking about what they are a fan of. Related posts: What is Elizabeth Warren a Passionate Fan of? What Are The U.S. Presidential Candidates Passionate Fans Of? What is Beto O’Rourke a Passionate Fan of? How Digital Marketing Changed the 2016 Presidential Race and Will Change 2020’s. What is Presidential […]

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How to Define & Measure Marketing Objectives

Do you have any idea how to define and measure marketing? Most people were not taught how to effectively define what marketing metrics matter. If you own a business and/or your an entrepreneur, defining and measuring marketing is essential to your success. Are you tracking if your traffic is increasing? Do you know if you rank for keywords? How are your conversion metrics? Do you know what conversion is? What is the return on investment in your marketing? Are your efforts paying off? Related blog posts and resources: If you know how to define and measure marketing objectives, this can mean the difference between success and failure in your business. Insights combined with information is powerful in marketing. The best marketing strategies are a combination of art and science. They combine the feelings of the message with the methods. Are you wondering how to define and measure marketing objectives? Check out this guide to learn how […]

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How to Balance Marketing Automation and Personalization

For any strategy to be effective, it’s important to find a balance. August 31, 2019 4 min read Opinions expressed by Entrepreneur contributors are their own. Brands have embraced automation to help them carry out a spectrum of everyday tasks. According to a recent survey published by Social Media Today, 75 percent of marketing teams use some form of an automation tool. However, with growing popularity, there are growing concerns. The same survey reports that 61 percent of marketers are concerned about the lack of personalization due to automation. Likewise, a global study by PWC found that as technology advances, most consumers want brands to use technology as a tool for increasing personalized support. Put simply, customers want more human interaction, not less. That’s why it’s vital that today’s businesses find the right balance between automation and personalization. Companies that go overboard on automation can come across as detached and generic. On the other hand, […]

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Was This the Worst Sales Promotion in the History of Sales Promotions?

Hoover made a whopping mistake back in the ’90s. Would you do the same now? August 30, 2019 4 min read Opinions expressed by Entrepreneur contributors are their own. Want a great idea to increase your sales? Go no further than the promotional idea dreamed up by Hoover in the late 1990s. Then do the exact opposite. You know Hoover right? British people, even today, certainly do. In fact, they don’t “vacuum” their rugs. They still “hoover” them. That’s how successful the company became in the 20th century. But by the early ’90s, beset by competition and recession, the iconic brand was in the midst of a sales decline. What to do? Marketing executives there came up with an idea. It was a brilliant sales promotion. Ready? Why not give away two free plane tickets with every purchase of a Hoover vacuum? Bam! Love it! And so did the company’s customers. […]

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7 Reasons People Hate Your Ads — and What to Do About It

Accepting these hard truths will help you create better, more effective ad campaigns. August 27, 2019 7 min read Opinions expressed by Entrepreneur contributors are their own. Working in marketing can feel a bit like being an embarrassed teenager: You think everyone’s looking at you, but in truth, nobody cares. Marketers spend their entire lives crafting advertisements, while average consumers spend theirs trying to avoid them. There’s a clear disconnect regarding the whole enterprise’s assumed worth, but before you lament, it’s not all bad news. By accepting this reality, i.e. people hate ads, we can begin to make better, more effective campaigns. Here’s a list of reasons why people hate typical ad campaigns, in the hopes that it will help you cut through the noise and connect with potential customers in a more meaningful way. 1. Lack of trust In general, people don’t believe what brands have to say. This is perhaps the biggest challenge facing the […]

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The Complicated Business Of Advertising And Marketing In Cannabis

With restrictive regulations, cannabis entrepreneurs have to be creative and strategic in successfully marketing a brand. August 27, 2019 7 min read Brought to you by Benzinga New companies tend to cultivate similarly. Build a winning team and culture. Plan and establish your vision of success – but maintain flexibility. Structure an advisory board or shadow cabinet full of successful professionals, both inside and outside your industry. Stay lean and nimble, but hungry. Think like a customer. Find a problem, hire a solution. Any start-up business can be riddled with challenges. Launching a start-up business in an undeveloped industry can be nearly impossible. The cannabis industry is one of those spaces. Applications that could assist in getting your company off the ground simply don’t exist. Anticipating solutions for problems that have yet to arise can be arduous at best. Days are filled with grueling work and endless hours, makeshift solutions […]

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Is Dropshipping Dead? – ShoeMoney

Making money online can be one of the most uncertain ventures out there. If you don’t do your homework, you could spend way more than you make and dig a hole for yourself. Dropshipping can be one of these ventures. And when people don’t do dropshipping right, they fail and bail. This is one of the reasons the internet is full of dropshipping horror stories. But those people were likely the “get rich quick” types who expected to make money for little effort. Dropshipping can be easier than a traditional business, but it still takes effort. And it’s still a viable way to make money online through eCommerce. But will it really make you money? Scroll onward to find out. 1. The Problem With Dropshipping The economy of logistics has changed entirely in the last ten years. Amazon now uses an algorithm to predict what you’re going to buy and […]

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Hold That Door! 7 Rules for an Elevator Pitch.

Make the most of precious moments with a captive audience. August 26, 2019 4 min read Opinions expressed by Entrepreneur contributors are their own. I used to hate the expression “elevator pitch.” It just drove me crazy. But now that everybody’s using it all over the world, I officially give up and am going to go with it. The metaphor developed out of the hypothetical that you are literally in an elevator with one minute or less to say who you are and what you do. What would you say? I want you to keep in mind that this is not a sales pitch; it is a creative and succinct way to generate interest in the listener. Read This: Networking Like a Pro | Amazon | Barnes & Noble | Apple Books | IndieBound With that in mind, here are my seven rules for creating an engaging elevator pitch: 1. Don’t do your pitch in an actual elevator. An unsolicited pitch in an elevator is […]

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3 Powerful Uses of Machine Learning in Marketing

Machine learning is proving to be powerful for brands and marketers alike. Here’s how. August 26, 2019 4 min read Opinions expressed by Entrepreneur contributors are their own. We’ve entered an era in which marketeres are being bombarded by volumes of data about consumer preferences. In theory, all of this information should make grouping users and creating relevant content easier, but that’s not always the case. Generally, the more data added to a marketer’s workflow, the more time required to make sense of the information and take action.  Machine learning is a subset of artificial intelligence. The technology equips computers with the capacity to analyze and interpret data to proffer accurate predictions without the need for explicit programming. As more data is fed into the algorithm, the more the algorithm learns, in theory, to be more accurate and perform better.  If marketers expect to create more meaningful campaigns with target audiences and boost […]

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Beginners Guide on How to Build a Brand Online in 2019

If you run a business, then you know that you can’t survive in the market without building a unique brand. The question is, how do you go about that? With so many options on the table for content creating, branding, and reaching new audiences, one can quickly find themselves overwhelmed with tasks and opportunities at every turn. Related blog posts and resources: No matter if you are looking at social media, paid marketing, content creation, SEO or blogging… branding is all a big part of the process. Starting an online business is easy, but turning it into a trusted brand is not. If you want the simplest and best approach to creating a brand that people will trust and buy from, consider the following steps and case study examples to help you get there. Identify Your Audience Here is the thing- there is no dearth of branding tools and resources […]

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5 Features to Look for in a Mobile Attribution and Analytics Platform

Attribution enables app marketers to learn how users find out about their app and how they engage with it. When you use a great attribution platform, you’re able to map out data points for all sorts of user interactions – from clicking an ad to installing the app to in-app purchase activities. This puts you in the best possible position to optimize your marketing and media spend over time, thereby maximizing the user acquisition impact of your activity. Related blog posts and resources: In this article, we’ll take a closer look at what mobile app attribution is and the key features you need to consider when choosing a mobile app attribution platform for your business. Let’s get started! What Is Mobile App Attribution? Once you build your app and run marketing campaigns to promote it, you’ll need a way to determine which campaigns yield the most conversions and which ones […]

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