#MOVEahead

Insights from a group of Ann Arbor Marketers that will help you and your business #MOVEahead.

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Last week, we attended ACE or the Annual Collaboration for Entrepreneurship and were our President, Don Hart, was a featured moderator for the marketing breakout session. When you're a start-up, you have to take a different approach to marketing than a large corporation. In our #weeklyword of the day, The Lean Startup suggests focusing your efforts on one individual instead of millions. Gaining a devoted audience, even if it's small, is a great place to start. Tune in to our blog tomorrow to hear what advice Don has for companies that are just beginning to tackle marketing. 

#MOVEahead

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In 2011, Snapchat launched as a mobile app touting friend-to-friend, private interactions that involved sending and receiving temporary snaps. In a few short years, Snapchat has grown to boast over 100 million monthly users and 400 million snaps per day. Throughout their growth, many business critics have expressed their concern about Snapchat’s ability to capitalize on their audience and monetize their product.

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Earlier this week, President Obama gave his annual State of the Union address to the nation. Each year, the State of the Union speech is a critical moment for the leader of the nation to make his agenda known, and more importantly, convince the nation and its legislators to support him. Historically, viewership has consistently been on a decline for almost two decades. In addition, this is the first time during his presidency that he has addressed a majority Republican House and Senate. In order to increase viewership and engagement, the President made some significant changes to the strategies surrounding his speech. Following his address, some commented on his confident demands or his alleged “swagger,” but there was more to it than his tone of voice or his affect. This year, Obama’s marketing and communications staff came armed at the ready to equip the President with all the unknowns that differentiate a good speech from a persuasive one. In an attempt to “change the game,” Obama’s communication team embraced digital marketing to position him as relatable and relevant and convince more citizens to participate in and engage with his political agenda.

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Yesterday, President Obama gave his annual State of the Union Address to the nation. While the content of the speech was compelling, the marketer in us couldn't help but notice the well-orchestrated marketing strategy surrounding the speech, and the President's time in office in general. Amy Gershkoff, Media Director during the President's reelection campaign, adds that every element of a marketing campaign should work together to tell one, singular story, preferably one that moves a nation towards action. 

How do you see the various marketing elements working together to tell a story? Tell us @movecomm #MOVEahead! 

Quote from http://www.washingtonpost.com/business/on-small-business/what-your-business-can-learn-from-obamas-marketing-and-technology-experts-sxsw/2014/03/14/995b389c-a628-11e3-84d4-e59b1709222c_story.html

 

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You hear it almost as often as you hear about everyone's New Years Resolutions: “Content is King.” When content marketing first started to come into its own, all of the thought leaders were repeating this phrase like a broken record, and for good reason; content marketing is extremely successful. It showcases your expertise to your colleagues and your potential clients. If you produce strong, relevant content, you’ll drive traffic, raise awareness and establish yourself as a thought leader. The purpose of content marketing is not to directly drive sales. Instead, content marketing is the first step in a process of enticing and converting a stranger to a customer.

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When people are inundated with choices, often they have difficulty deciding what it is they really want. Help to inspire your consumers by showing them what they want, and by showing them what you have is what they want. Create a desire that you can then fulfill. 

#weeklyword

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The New Year brings about plenty of ambitious goals and resolutions; perhaps this year, you can resolve to add content marketing to your strategy. But if you do, commit to making it a resolution that you can follow through with. You'll be amazed how this resolution will be one that serves your business years beyond 2015. 

HAPPY NEW YEAR!

Share your motivation for the new year with us! #weeklyword @movecomm

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Even though it's Christmas Eve, we wanted to share this week's #weeklyword with all of you. We hope your evening is enchanting and filled with delight. 

#MOVEahead

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Merry Christmas from the MOVE Team! 

We hope you enjoy the holidays with your friends and family. 

 

Best Wishes, 

MOVE Communications

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It’s the holiday season; lights adorn trees, children (and secretly adults too) are perfecting their Christmas lists and holiday cards are piling up. In the midst of all of this, there’s one man that seems to at the middle of it all: Santa Claus.

Now, let’s imagine Santa in a new light. Let’s set aside our childlike adoration for the jolly man and imagine him as a business offering a product. Don’t worry, I’m not trying to commercialize the season any more than it all ready is, but why shouldn’t we learn a little something from good ‘ole St. Nick?

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Marketing is Everything. Surely, you're aware of the marketing efforts of major retail brands around the holidays, but those aren't the only actors as play. Everything is marketing. Even Santa. Talk about brand consistency. The man owns the red suit and white beard. Anyone wearing a similar getup is automatically assumed to be good 'ole St. Nick. And the best part is that the brand, in this case Santa, usually prompts a response. People see the red suit and beard and they engage; they ask questions, offer cookies or ask for a hug. We should all take a break from the cookies and ask Santa how he developed such a strong brand. 

What other holiday brands do you see making an impact? Tell us @movecomm!

#MOVEahead

 

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“Culture” has recently become a buzzword in many professional circles. Many companies are turning inward to address their external performance.  They’re beginning to realize the importance of employees and their impact on their company’s results. In turn, we’re hearing more and more from advocates of a strong work culture, about the importance of employees feeling a part of, and becoming an advocate for, their company. 

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Yesterday, MOVE helped put on our monthly Michigan Marketing Minds event, an Ann Arbor SPARK event series. The event featured a special mix of joy, culture and marketing. Rich Sheridan is a local culture advocate and writes about the importance of a good culture, specifically a joyful one, in his book, Joy, Inc. So today, we thought the perfect Weekly Word would be a little bit of just that: joy, culture and brand. Tell us how your culture helps brand your company! #weeklyword

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This is a blog about what to blog about when you don’t know what to blog about.  Did I lose you?

Let’s back up. Blogs are supposed to be an outlet for your thoughts and tips, right? It’s true that a lot of people use blogs to share their thoughts or communicate a set of ideas to an audience, but that usually pertains to personal blogs, like blogs for mothers, or foodies, or exercising. When you cross through cyberspace into the messy world of the professional, blogs are used more strategically, usually with the goal of establishing your business as a thought leader or in your industry. With blogs like these, it’s important that your blog follows a consistent strategy. This usually means that your blog should follow a schedule that will complement your social media strategy and reinforce your brand or company’s reliability. That way, your audience will know when to expect your blog each week, month or day, whatever your strategy may be. If you’re able to create good content, your audience will begin to look forward each new installment. And if any of you are as hooked on Serial as I am, you can understand what I mean. However, this kind of strategy also implies that your audience will be upset if you don’t adhere to the schedule you created. So it’s Thursday, and my audience expects a new post full of insightful ideas and intelligent banter, but it’s also almost Friday, and my brain doesn’t seem to have any brilliant blog topics hiding away, so what do I write about? 

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Think back to when you were a kid (or a kid at heart if you prefer). I imagine most of you enjoyed playing the part of the hero; saving someone from peril or rescuing your toy from certain death. Feeling like a hero makes you feel powerful, strong and willing to act. When brands make their customers the hero of the story, they're more willing to act. Customers have power to advocate for the brand and as Uncle Ben says, "With great power comes great responsibility." If you give them the power, they will accept the responsibility and create a powerful brand that isn't held up on the word of your employees, but is held up on the word of many brand heroes, all of whom readily chose to accept their power on your behalf. 

Tell us how you can make the customer the hero in the comments below or by tweeting @movecomm. #weeklyword

So get our their and #MOVEahead!

And don't forget to share, share, share!

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Before you run off for Thanksgiving, check out our #weeklyword about social media. In a lot of ways, technology has driven the rise of social media. As a result, many think of social media in technological terms. However, in order to leverage social media most effectively, we should think of social media as an extension of human interaction and communication. Instead of thinking of social media as a series of ones and zeros, we should imagine it as a interwoven conversation that involves many different people and involves a complex analysis of our social surroundings and our psychological tendencies.

Tell us how you use social media to understand and communicate with your audience below or by tweeting @movecomm with #weeklyword. 

Enjoy the holiday!

#MOVEahead

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Today's blog post is in honor of Taylor Swift's album 1989 selling 2 million copies. To say that this album has been successful is an understatement; it's the first album of the year to go platinum and the first album since 2002 to sell 1.287 million copies in its first week. Taylor's success doesn't just come from her loyal "swifties" running out to the store to grab the album, but arises out of a brililant marketing strategy. Marketers everywhere can take a few hints from the 24-year old. 

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This week's "Weekly Word" is all about how to interact with social media. Unlike other forms of marketing, social media requires you to consistently engage with your audience and allows for them to make contact with you as well. Share your social media marketing tips in the comments below or with the hashtag #weeklyword. 

Hopefully these tips can help you #MOVEahead!

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As November rolls around, hunting enthusiasts pull out their orange gear, spruce up their deer blinds, and prepare to spend hours waiting for the opportunity to hit the target. If their shot is even a few inches off, they’ve wasted hours, and often the one chance they had to bring home the prize.

In many ways, the process of marketing to your audience is just as complicated and demands just as much accuracy. Consumers can be as skittish and hard to catch as an 8-point buck. As marketers, our tools are a little different than a neon orange jacket or a bow and arrow. Instead, we arm ourselves with data that allows us to track and nail our target with great accuracy.

Marketers have a complex relationship with data. Many who work as marketers consider themselves more as “creatives” rather than “number crunchers.” But data isn’t just a compilation of charts, but an amalgamation of information which demands that you target, target, target. We do a lot of this inherently, but often without the numbers to back us up. So how do we harness the data so often right at our fingertips? We target.

The key to harnessing your data is to target at every point in the process. Where to start?

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The Weekly Word for November 12th is all about branding! 

Share your most influential words about branding with the hashtag #weeklyword!

Don't forget to share!

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