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Orange Dot

Apr
29
2014

Green Industry

Campaign Measurement: What is Success?

Parker Stoner, Senior Vice President Director of Database Marketing

Companies and organizations are becoming more insistent on knowing how their marketing campaigns are performing. So an obvious question is, “what do we measure?” Unfortunately, many green industry marketers and their agencies respond by asking “what can we (easily) measure?” That’s where the trouble begins. Instead, the right approach is to determine what should be measured. And the key question to answer at the start is “what is success?”

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Posted under: Green Industry, Research & Analytics, Strategy

Apr
25
2014

Green Industry

Real Connection—Green Industry Branding in the Digital Age

Jason Schmaderer, VP/Account Supervisor

Much has been written in recent years about the decline of brands in this age of information and consumer empowerment. A February article Twilight of Brands in The New Yorker, James Surowiecki persuasively questions some commonly held — and rarely questioned — beliefs about the value of brands. In a time when consumers have the ability to quickly look up and compare virtually any product or service, what is the value of brands in markets like the green industry?

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Posted under: Green Industry

Apr
25
2014

Green Industry

Bouncing Back: Four Trends to Watch as the Green Industry Rebounds

Jason Schmaderer, VP/Account Supervisor

As the spring season begins in earnest, recent industry reports and overviews point to solid growth for the green industry in 2014 and beyond. Despite a late arriving spring in many parts of the country, cautious optimism is the pervading theme from the residential lawn and garden segment as well as commercial landscaping. And the recent Golf Industry Show in Orlando, Fla., was a welcome breath of fresh air for a market that has been hit especially hard by the economic woes of the past five years. So what does this new found confidence mean for us green industry marketing communications professionals?

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Posted under: Green Industry

Apr
22
2014

Outdoor Recreation

Maximize Consumer Relationships with Branded Services

Andrew Clabaugh, Senior Interactive Developer

Recently, we have seen a rise in a new type of consumer marketing: branded services. Rather than inundating people with the catchy one-liners and flashy visuals of traditional advertising, there has been a shift to provide that same consumer with something of value. Often a branded service can drive regular interaction with the consumer, in a more meaningful way than an ad campaign would.

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Posted under: Outdoor Recreation, Branding, Interactive, Strategy

Apr
18
2014

Agency

Making the Most of Client Workshops

Kelsey Richard, Associate Writer/Producer

I’m sitting in a fire station break room in Papillion, Nebraska. As the firefighters wander through the door, I get my notes sorted and my pen ready. Why am I here, when I clearly don’t fit in?

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Posted under: Agency