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NEED TO KNOW
• Rooftop Record: Creation of the world’s largest 3-D Instagram post (see above) began when Nordstrom asked Rainier Industries to figure out how to create and install the 14,000-square-foot post on the...
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David M. Marriott specializes in crisis management, crisis communications, labor communications, litigation support and media training. He is a 40-year public relations professional, nationally...
View ArticleABC’s Of B2B Social Media
If you listen to marketing myths, being a B2B marketer is a drag. Sometimes it feels as if we’re bogged down with legacy myths: Content marketing can’t be entertaining; B2B brands can’t have...
View ArticleWOMM: What’s The ROI?
I routinely look at new marketing concepts as over-hyped, relative to generating a good ROI, and word of mouth marketing (WOMM) seems no different—but deserves some discussion. To begin with, let’s...
View ArticleWOMM: Converting To 3 ‘E’s’
Word of mouth (WOM) is the most powerful form of marketing. It builds brands, drives sales and sparks conversations. It’s been doing so for as long as humans have made discoveries and shared them with...
View ArticleBest Marketing Tool
Two facts that most marketing executives know about there businesses are the cost to acquire a customer (CAC) and Annual Revenue Per Account (ARPA). These metrics validate your business model and can...
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What Are Key Techniques?
It was a long meeting in an internal conference room with bad art on the wall. The chairman, his senior officers and I were discussing a fairly large consulting role, and I could feel myself wanting to...
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CougsFirst!—‘Party With A Purpose’
Credit a couple of former football stars with coming up with a spirited way to connect Cougars beyond the playing field. Since its launch in 2011, their volunteer-led initiative called CougsFirst! has...
View Article40 Years—In The Blink Of An Eye
Pub Note: The news in the last issue that Rick Stanton is winding down his 40-year career in advertising (moving from Stanton & Everybody to Stanton & Nobody) led MARKETING to ask him to...
View ArticleSeptember/October 2015 Events
Sept. 24—American Marketing Association, Andrew Rowe and Melissa Juncan on Why Event Marketing Is Still Relevant and Effective, 11:30-1:30, WAC, psama.org or 206-623-8632. Oct. 2—PPI Association,Print...
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Leslie Phinney: Graphic Design Leader Leslie Phinney is the co-founder and creative director of Phinney Bischoff, an integrated brand strategy and design firm with offices in Seattle and Sun Valley....
View ArticleGoal: Advance The Runners
“Home run hitters drive Cadillacs and single hitters drive Fords,” It’s an old baseball saying, often attributed to Pittsburgh Pirates slugger (now New York Mets announcer) Ralph Kiner. While times...
View ArticleGo For Singles, Not Homers
The question this issue is whether we should try to hit singles with our marketing initiatives or go for home runs? Which is better? My approach is to use math to answer this murky, sometimes...
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Husband-And-Wife Success Story…
Pub. Note: Small, independent sign shops have been—and remain— an endangered species on the marcomm landscape. That’s why MARKETING is glad to share this survival/success story of a family owned...
View ArticleAn On-Going Process
In a recent column, Rod Brooks pointed out that “effective marketing today is powered by content.” He said that without quality content, marketing support materials will lack success. I agree. Now, I...
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SCCA Relaunches Brand
Over the past 15 years, Seattle Cancer Care Alliance (SCCA) has grown—from a collaborator in the fight against cancer to a global leader and innovator in revolutionizing research, prevention and cure...
View ArticleOnline Surveys Are Here To Stay
The use of online surveys has expanded exponentially over the past decade and is now the dominant methodology for both B2B and consumer research. The low cost, convenience and direct access to...
View Article3-Prong Approach To Curb Violence
Gun violence is like cancer; it comes in many different varieties and there is no single panacea to eliminate every type of cancer or all gun violence. But as businessmen with a combined 20 years on...
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Second Office—‘The Best Decision’
The San Francisco ferry building With the exploding tech sector in Seattle and the growth it has nurtured, colleagues frequently ask why we bother to maintain a satellite office in San Francisco. After...
View ArticleNovember/December 2015 Events
Nov. 5—American Marketing Association, Pulse Awards, 6-9pm, Seattle Aquarium,psama.org or 206-623-8632. Nov. 12—Public Relations Society of America, Joint meeting with IABC featuring a panel on...
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