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Who is to Blame in the J.C. Penney vs. Macy’s Battle Over the Martha Stewart Brand?

Sometimes, licensing deals don’t work out exactly the way you want them to.  But who is really to blame?                       I’m sure you’ve all been reading the news about Martha Stewart trying to circumvent her exclusive deal with Macy’s to do a different deal with…

Are You Measuring the Right Things?

Very often in this digital age, people are most concerned with “Likes” or clicks but I would posit that those are not the most critical KPIs.             When I worked at Avon Products, managing their toy business, we were constantly monitoring our KPIs. We monitored “Product Revenue on Introduction,” “Revenue…

Six Ways to Identify Great Potential Licensing Partners

There are so many manufacturers and service providers out there.  When creating a third party branded program, how do you know upon whom you should call?             Based on almost a decade of identifying licensing partners and manufacturers, here are six time-tested ways to find potential partners: Trade shows:  Walk…

Facebook Ads Really Work…

You’ve got your social media accounts set up but now what?  How do you build your audience to ENGAGE your existing and potential consumers?  If you aren’t considering Facebook ads, maybe you should be!             A few months back there was a lot of discussion by a few of the…

What Do You Want to Learn?

The field of digital marketing is broad and ever-evolving.  With new app, tools and vendors launching on an on-going basis, it’s hard to do your job and keep up with everything that is available to you.  And with so many areas upon which to focus, it’s hard to even get started…        …

What Makes for a Killer Digital Promotion?

There are so many kinds of digital promotions at this point, based on a wide variety of platforms, how do you determine which ones are winners?               Today, there are a tremendous number of options in terms of mounting a digital campaign. You can create programs on Facebook, Twitter,…

Is Your Favorite TV Star Deceiving You???

One of the biggest challenges marketers have today is getting distracted consumers to pay attention.  They are using multiple tactics (including trickery) to reach them.  I’m not sure I like it.  What do you think??? Last night, while watching Parenthood (my favorite) on my DVR, I sped through an ad for a children’s support organization…

“Festina Lente”

One of the most important things a marketer can do is to build a strategy that makes sense based on their consumers’ needs and not just jump into developing tactics end execution.  A new app brings this to a whole new level.                   Part of what I…

Why You Need Digital Marketing and How We Can Help…

Traditional TV viewership is decreasing across all age groups.  And, whether we as marketers like it or not, total time spent on social (and digital) media continues to increase.  Are you ready??? More than 86% of TV viewers admit to skipping commercials In a recent survey, the number of parents who said they own a…

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