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Matt's Marketing Minute

Matt's Marketing Minute

By: The Forner Group
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 Join Matt Forner in breaking down the most effective strategies and tactics in marketing, advertising, and public relations so that you can elevate your brand and supercharge your business. Successful storytelling starts here.Copyright 2021 The Forner Group Economics Leadership Management Management & Leadership Marketing Marketing & Sales
Episodes
  • The Best In Humanity – Monday, May 10, 2021

    The Best In Humanity – Monday, May 10, 2021
    May 10 2021
    When you think about it, we humans are funny creatures. We argue, we’re incredibly self-focused, and we tend to make the same mistakes over and over again. At the same time, we humans can be extremely generous, hospitable, and loving. Many genuine interactions of kindness and humility go unnoticed every day around the world, much of this overshadowed by a constant stream of breaking news and the flood of social media. We marketers and communicators are tasked with a simple goal: Understand humanity so that we can communicate messages more clearly and effectively.    At the end of the day...that’s it. We can be doing this for a small business, a for-profit corporation, or a non-profit organization. Telling stories that matter. Stories that focus on positivity. Stories that pull people together and bring out the best in humanity are always more powerful than stories that pull people apart. We’ll talk more tomorrow about public relations and how PR can bring people together.
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    1 min
  • The Evolution of Advertising – Friday, May 7, 2021

    The Evolution of Advertising – Friday, May 7, 2021
    May 7 2021
    Flashy commercials, creative taglines, unique characters, and in-your-face marketing designed to sell, sell, sell are what most people think when they think about advertising. The last decade has disrupted the industry with a heavy focus being put on shorter and more diverse advertisements, extreme targeting, and the post-click stage where personalization is everything. On top of this, analytics, undeniably sometimes overstated, have changed how advertising feels, where it’s placed, and who it targets. Advertising agencies have responded to the changing business demands and economic environment by embracing tech-focused solutions. Major management consulting firms have gone so far as to even purchase advertising agencies for their broad capabilities and tactical execution. Overall, public relations agencies have moved quicker than many of the large advertising-specific firms. As we discussed yesterday, PR firms have embraced strategic brand planning and services once only offered by advertising agencies. Many advertising firms have had a tougher time introducing public relations services into their portfolio of offerings. The one area advertising almost always succeeds is in the creative space. Advertising agencies dominate art direction and creative campaign development. However, for many small businesses, advertising is still a long shot as the initial upfront cost is significantly higher than PR. Nonetheless, small businesses can turn to ad agencies for creative-focused campaigns and projects where more production pizazz is needed. Of course, if your small business is looking to focus less on long-term brand awareness and more on sales and immediacy, advertising is definitely the way to go. Next week we’ll discuss how PR is going to dominate the decade and where advertising agencies will stand out and make significant waves. Have a great weekend, I’ll talk with you on Monday.
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    2 mins
  • The Evolution of PR – Thursday, May 6, 2021

    The Evolution of PR – Thursday, May 6, 2021
    May 6 2021
    Press releases, media relations, and internal communications are all historic offerings of many public relations agencies. But PR has changed over the last decade and grown to encompass more than just its past. Storytelling-based initiatives, including strategic brand planning, thought leadership, and digital marketing are all growing as popular offerings from many agencies. Over the last decade, many PR agencies have morphed into strategic communications firms that offer a broader set of services beyond what traditional public relations encompasses. The big question is, what has this accomplished for small businesses? More than anything else, small businesses, previously limited in their ability to work with PR firms, can now turn to agencies for everything from long-term strategic planning to day-to-day tactical applications. Small businesses with limited budgets are often challenged by the daunting cost of working with multiple companies to accomplish their marketing objects. For example, many small businesses employ this approach. A company’s advertising and marketing may go through one specialized firm and PR and communications through another specialized firm. On top of this, day-to-day management and implementation may even go through an in-house employee. While in the past this system worked, in the post-COVID era, where many small businesses are on even tighter budgets, many business owners are looking for agencies that offer more than one or two specialties. Luckily, many PR firms have embraced and pivoted to match this desire. Tomorrow we’ll look at the advertising industry and see how it’s changed over the past decade.
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    2 mins
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