-
Divine Outreach: Does Marketing for Religious & Faith-Based Organizations Need to be Positioned & Executed Differently Than Marketing for Traditional Companies?
Since 2020, I have served in a volunteer capacity as the Leadership Board Chair at First United Methodist Church of Miami. With the end of my term quickly approaching, I have been reminiscing about my journey with the church because we have such a unique story! In 2018 our church sold the land our original…
-
How Chobani Dominates the U.S. Yogurt Category by Attracting Customers on Both Sides of the Differentiation Marketing Methodology
Since becoming a FIU graduate student, my old ways of eating (traditional breakfast, lunch, and dinner) have been disrupted. I now prefer to eat mini meals (snacks) throughout the day so today I visited my local Publix to stock up on one of my favorite foods: Greek yogurt. With fresh eyes as a Marketer, what…
-
Sending Marketing Communications to Clients: When The Right Hand Doesn’t Know What the Left Hand is Doing
During the many years I worked in Marketing & Communications in-house for global firms, the struggle to find the sweet spot for the number of, and frequency of, sending out communications to our clients was a constant issue. This was not limited to only one company I worked for; this was a common problem at…
-
Brand & Position: Ways a Museum’s Simple Acts of Appreciation Build Loyalty & Influence Growth
Just last week I was speaking with a friend about her upcoming travel plans. She was frustrated because she had to separately convert points from her airline, hotel, and car rental loyalty programs individually. Hearing her story reminded me of the popular acronym KISS = Keep It Simple, Stupid! So why do customers have to…
-
LA28 Olympics: Imaginative Versions of the 2028 L.A. Olympic Games Emblem Generate Excitement and Curiosity
During the 2024 Paris Olympic Games closing ceremonies I happened to be watching the festivities in my hometown of Los Angeles waiting for the official Olympic handoff from the current 2024 Paris Summer Games hosts to our 2028 Los Angeles Summer Games hosts. My friends and I didn’t know what to expect but were absolutely…
-
Marketing Higher Education to Mid-to-Late Career Professionals: Colleges & Universities Must Revise Outdated Messaging to Reach This Audience
Marketers use the principles of Consumer Buyer Behavior to understand their target audiences by identifying consumer’s needs and crafting effective marketing strategies that best influence their buying behavior. The relevance of this method hit close to home while helping my a friend evaluate his options amongst graduate schools. As a professional, he had already worked…
-
In Only Four Minutes: How Netflix successfully combined multiple forms of communication into their documentary film trailer for Rising Phoenix
I recently had the privilege to meet and begin a professional relationship with Anna Johannes, a U.S. Paralympian swimmer who won a bronze medal at the 2012 London Paralympic Games. Following her successful professional swimming career, Anna (who was born without her left hand and forearm) has turned her lifelong mission for championing disability rights…
-
Yes! Your Small Business is Big Enough to Utilize Holistic Marketing
As a solopreneur who launched my integrated marketing advisory and services firm, Au Advisors, much of my time is spent on identifying and qualifying prospective clients and then leading their journey to becoming contracted clients. With one of my target segments being small businesses, I often hear the following during my early meetings with decision-makers: …
-
Intention-Based Communication for Non-Profit Organizations
In Q1-2024 I became an entrepreneur and launched my integrated marketing advisory and services firm, Au Advisors. One of my personal passions is art history so when determining what market segments to target for my customer funnel one of the groups I selected are non-profit organizations focused on visual arts. In a meeting with the…
