Pete Larkin

🚀 From Quarterly Articles to Monthly Retainer! Our agile marketing strategies have revolutionized academic content production at a prestigious business school here in Orange County. With their expert leadership and our ability to create on-point, expert articles, they have tripled our content assignments. To date, we have produced more then 36 expert articles...and we aren't stopping there. 😎 By transforming complex research into accessible articles, we've helped institutions keep their audience informed and engaged. Imagine what we could do for your program or school! Ready to amplify your content production? Red Mallard is... highered.redmallard.com #AcademicMarketing #ContentStrategy #AgileMarketing 📈📝 #ContentMarketing #HigherEd #ResearchToContent 📚✨

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It's obvious that given impending changes in the marketing landscape (like cookie deprecation) that zero and first party data have become more critical for cost-effective conversion.   But to us at University of Phoenix, it's much more than that.   It's about privacy and honoring people's preferences.    Zero party data means that people willingly give you permission to engage with them because you have offered enough value in return for the privilege.   It's a statement of who you are and what your brand stands for.

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Good Morning, Media Sales Peeps, Breaking news: The size of your audience is not a marketing plan. Heard recently from a Sweet Tea, Southern, Rep, "Well, we have been number one for the last seventeen-thousand-eight-hundred-forty-nine books in a row." Being just a little silly, but she was certain we had to have her station for the plan to be a success. The fact is, media buyers can take almost any station in any market and create a plan and a buy that works within budget. Remember Bear Bryant? Legendary Football Coach. They said of Coach Bryant, "he'll take his team and whip your team, and your team and whip his team." It wasn't about size. It was plan and execution. If you want to keep a client for the long haul, it's not just about throwing souls at the message. You risk a thin buy. Without enough frequency no one gets convinced. It's the message and the frequency with which the audience hears that message that make the buy a success. (Hire a copywriter if you are serious. You will amp the frequency organically with a consistently kickass message.) When you have the grace to meet your customer where they are -- humans running a business -- you will ferret out what makes them different. They are doing what they do for a reason. Find out why. It won't be hours of operation, awards the company has won, how many locations they have, how friendly everyone acts, or the phone number. The 'why' is the brand story. Take the 'why' and make it about the customer. (Please hire a copywriter.) If the budget isn't very large. Start with owning a daypart to ensure frequency. If the budget is larger, buy the whole station. If you are rich as Cresus, buy the whole market. Just deliver about a 3.0 or better frequency every week against A 18+. Change the ad every 4-6 weeks without fail. And, never, ever, stop advertising. Results begin in 9 mos to a year. Every year thereafter, brand impressions and houseold name status will grow. "Any damn fool can put on a deal, but it takes genius, faith, and perseverance to create a brand" - Ogilvy Your collegues will say, 'Oh, she has Grouper's Seafood on her list. She's always winning the big sales awards.' Mmmmm, Grouper's. I hear the "fish is so fresh, it's swimming when you order it." Thanks for reading! Please comment. I'd love to hear your perspective. #mediasales #radiosales #tvsales #cablesales #advertising #mediabuying #copywriting #radio #tv #cable #media

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🎙️ "Get in front of the parade." 🎉 This week on the "What’s Your Story?" Podcast, I had the good fortune of chatting with Jeremiah Owyang, a world class connector who lives by this powerful advice. 🌟 Key Highlights: - Jeremiah shares how staying ahead of technological trends has shaped his impactful career. - Discover his unique strategies for connecting companies with customers in transformative ways. 🔗 Check out the full episode for more invaluable insights! [Link in comments] 🤔 Question for you: What's the "next parade" you plan to lead? Share your thoughts or tag someone who's always at the forefront! #WhatsYourStory #Podcast #NewEpisode #Innovation #TechTrends #Leadership

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The sentiment across social media over Adobe being sued by the U.S. DOJ is already damning on its own. I’ve pushed for learning alternative or third-party software for this particular reason as I know so many creatives, designers, and marketers (myself included) whose rely on these tools for more than 50% of our workflow. Affinity Designer, Final Cut Pro, DaVinci, GIMP, Vectr, Procreate, the list goes on — and these tools are just as capable and powerful as their creative counterparts. https://lnkd.in/esquwHri #adobe #adobecreativesuite #business #justicedepatment #software #productivity

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In continuing to explore attention metrics on earned media, we found something neat. The initial press release is vital, a good quality release, means good quality write ups. In a recent sample we found on average a release loses about 15% of attention compared to the eventual write up. Sure you can't control what someone writes, but by starting with a good release, you set them up for success. Why Is attention important? Attention shows the quality and engagement from the audience. It signals to search that it is a good piece worth indexing. And it helps convert engaged readers. So don't leave attention on the table ;)

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You don’t need to be a VIP… But it helps?! If you haven’t heard the news, Steven M. and I have started a consultancy Moy & Halter. We’ll be working with brands (& agency’s) on strategic and tactical ways to better align content/creatve teams (Steven’s speciality) with Media teams (my specialization). So whichever side of that coin you’re on - we want to hear from you. When you take the best of both worlds, amazing things can happen 🤟 Which side do you think is more important? #creative or #media? Leave it in the comments below 👇 😇 😈

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Newspaper media definitely delivers when it comes to political advertising and reaching your target audience.

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Rather than looking at the new #future we're moving towards and trying to lay out a new five-year plan, Bryan Kramer recommends making small, incremental shifts in the general trajectory of where you're intending to go. Read on: https://lnkd.in/gSsjGmh #business #leadership

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2 things business leaders need to know about branding... ⚡️ . . . 1) Your brand is not what you say it is. It's what they say it is. But what the f*ck does that actually mean, Steven? Sure, it's a great sound byte from the inedible Marty Neumeier, but it's also a mindset shift and an even bigger strategy shift leaders need to take. You see, the problem most business leaders have is that they think they're the hero in the story and they brand their organization with that mindset. But that mindset is wrong. It's egotistical. It's dangerous. The best brands out there make their customers the hero and operate as their guide. That way, you'll always be by their side, providing value and services/products they're looking for at the exact moment they need it. 2. Branding is never finished. It's really just 1 end of the delta with the other end of the delta having a limitless ceiling. Limitless ceiling? Do explain... In order to have your brand show up in the right place at the right time to the right audience, you need 2 things: ⚡️ A marketing roadmap / communications plan (to align messages, platforms, user intent) ⚡️ A touchpoint strategy that favors activities that matter to your audience (a set of traditional, digital, and multi-media experiences that engage and captivate your audience). This is your ignition point. And it's more important than you think. ✌️🍕 Hi, I'm Steven and I'm obsessed with branding. Follow me and Movetic for more. And hit that 🔔 for notifications. https://lnkd.in/edFZzcpz

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An age old debate can help clarify our thinking on a very future-forward topic.

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The market has officially shifted from a lazy river to whitewater rapids (and it's about time). We're seeing a 50% uptick in referral-based business at Chief Brand Advisory (CBA). The species of engagements ranges from brand strategy, design, and identity systems to advertising, social content, go-to-market materials, pitch decks, and videos. Here's a list of the types of requests we've received in the last 30 days alone: ➕ 2 Global M&A Rebrand Assignments: Establishing a unified identity post-acquisition. ➕ New Brand/Product Launch: Introducing fresh, innovative products to the market. ➕ Agency of Record for a Major Marketer: Leading a brand refresh including messaging evolution, a new TV campaign, and social content. ➕ Later-Stage Company Shifting Focus: Moving from an acquisition-centric strategy to a balanced brand and acquisition focus. ➕ Updated Go-To-Market Materials: Repositioning a software company to target new audiences. ➕ Updated Pitch Deck and Founder/CEO Videos: Enhancing investor presentations and leadership communication. If you're a seasoned PM or Account Lead, Writer, Graphic Designer, or a .ppt/Keynote Samurai who develops investor presentations and can come in through a referral (someone who knows me), please reach out to talent@chiefbrandadvisory.com. It looks like Q4 is going to be incredibly busy. Whoot! #brand #brandbuilding #marketing #founders #mergersandacquisitions

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Your opinion matters, but not as much as the collective voice of your consumers. As we gear up for our Sellers Circus at Accelerate in Seattle, I'm reminded of a crucial lesson learned the hard way—why sidelining personal biases in favor of audience feedback isn't just a choice, but a necessity in branding. 🚀 Branding Design Insights for our Upcoming Accelerate Party! 🎉 | Seattle, September 18 Reflecting on my journey, I've learned that personal biases can often cloud our judgments. There were countless times when relying solely on my perspective led to missteps. It's a humbling realization that what we think personally often doesn't align with what our audience needs or wants. This realization sparked a pivotal change in how we approach branding decisions, especially for our major events. Just recently, our team faced a crossroads choosing between a bright vs. a faded background for our upcoming party. To move beyond our internal debates, we turned to our most reliable source of direction: our audience. We created a PickFu poll, letting our community weigh in directly on the decision. The results were eye-opening, not only showing a clear preference but also providing insights into why certain choices resonated better. This feedback is invaluable as it guides our future creatives and ensures our designs truly connect with our audience. 👀 See the poll results and how audience feedback is shaping our event's branding. For those of you grappling with branding decisions or uncertain about how to engage with consumer preferences effectively, remember, a simple poll can provide profound insights. If you're curious about crafting effective questions or leveraging polls for strategic decisions, don’t hesitate to reach out in the comments. 🔥 #Accelerate2024 #ConsumerFeedback #EventBranding #BusinessInsights Looking forward to seeing many of you in Seattle! Comment below your thoughts about your decision making process. https://lnkd.in/eyKpZBEs

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Did you know I offer Internal Brand Workshops for you and your team? You and your team will gain internal alignment for your brand in a dynamic workshop facilitated by me! Here's why it's essential: - Clarify Vision: Define your brand's purpose and goals collectively. - Foster Collaboration: Encourage teamwork and innovation. - Build Ownership: Instill commitment and enthusiasm in your team. - Align Brand Experience: Ensure consistency across all touchpoints. Let's ignite your team's passion and elevate your brand together! 💼 #BrandAlignment #TeamEmpowerment

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Impulse shopping is a common occurrence, with almost a third of Americans admitting to doing it weekly. But what are people buying on impulse? Apparel seems to be the top choice, likely due to the instant gratification of online platforms like Amazon and Instagram. On the other hand, planned purchases like vitamins and airline flights are more thought out. Do you agree with this list? What items do you find yourself buying on impulse, and what do you carefully plan out before purchasing?Let's start a conversation about our buying habits! Big thank you to Melissa Conforto and Jordin DeSenzo for the amazing insights, and a special shoutout to Provoke Insights for always providing compelling information. Your hard work is truly appreciated! #consumerbehaviors #impulsepurchasing #marketresearch

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AI is not something to fear! Have you listened to the latest episode of #SmallBizChat podcast featuring technology expert Aprelle Duany? She talks about how AI can boost business efficiency. Discover how Aprelle used AI to analyze a business's data and completely transform it. How have you utilized AI to enhance your business growth? Share your experiences! To listen to the full interview, check out my podcast or find it on your preferred podcast platform! https://buff.ly/3UgB8oP #ai #techtips #businesstools #productivitytips #smallbusinssadvice

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