Sadly, Interesting is More Important than Accurate

Precise language is one of my joys. It’s exhilarating to find exactly the right word that communicates in the best way possible. Which is why it pains me to admit that accuracy isn’t all that important if it’s boring. For marketing communications, you must be interesting first and precise second. To catch a customer’s attention, it’s best […]

Stop Griping. Start Being Awesome.

Just as the phone camera became good enough to replace small point-and-shoot models, and that industry appeared close to being obsolete, Nikon fought back with two new models that showed consumers needs they didn’t know they had. The Nikon 1 is a simple-to-use, compact camera with expandable options like lenses or a flash. Nikon’s goal […]

Consensus is Like a Game of Telephone

You played the game of telephone as a kid, right? From the Wikipedia article: “One person whispers a message to another, which is passed through a line of people until the last player announces the message to the entire group. Errors typically accumulate in the retellings, so the statement announced by the last player differs […]

Marketing by Design

Design isn’t the veneer that’s slapped on at the end of a project. It isn’t just “pretty” or “nice to have.” Design doesn’t come from consensus. It’s not something a committee of competing interests can develop. Design isn’t just for objects. Companies shouldn’t confine design to the “Design Department.” Services, experiences and even marketing strategies […]

The Exciting World of Planning and Zoning

City planning and zoning divisions can be a thorn in a marketer’s side. But if you don’t know the ordinances of your town, you could end up like this guy, who was slapped with a $500 fine for marketing with chalk on the sidewalk. The next time you have a breakthrough outdoor marketing idea that […]

Did the recovery catch you by surprise?

With news out that the recession is over, many small business owners are left scratching their heads. What was expected to be a joyous event sneaked up on us in June 2009, and many Americans don’t feel like they-or their businesses- are recovering. So what does it all mean? It means we have to keep […]

Implementation means, “Keep at It”

So, you’ve developed a strategy that informs where you want your company to go. You’ve involved your team in developing and planning for this strategy. Together, you’ve made sure this strategy communicates with customers in ways that are meaningful to them and ensures your company is easy to do business with. You’re probably feeling pretty […]

Life is a Zoo in a Jungle

I often am asked, “What does Zoo in a Jungle Marketing mean?” While I certainly do like animals, there’s a deeper philosophy to the name. My company name is inspired by author Peter DeVries when he said, “Life is a zoo in a jungle.” Life is a zoo in a jungle. This quote sums up […]

Web Design Essentials for Small Business

For most businesses, the ultimate purpose of web design is to encourage a visitor to become a customer. To achieve that goal, websites need to be visitor-focused. Every decision about the website should answer the question, “Will this be better or worse for the visitor?”