aloft-group-logo

Insights

Marketing to Millennials in 2017: 5 Key Tips

Posted by Steve Snyder

Oct 5, 2016 3:56:07 PM

shutterstock_380069404.jpg

Ugh, Millennials [insert exaggerated eye roll here]. As someone who has the pleasure of working with – and constantly learning from – a respectable group of ‘em, I can attest that they’re even more sick of the stats and generalizations heaped upon them than the rest of us are.

They’re considered the most analyzed, ranked and categorized generation in history. But the reality is, this group actually represents a highly varied group of people — from early adult types just getting established, to mid-thirties breadwinners. Some are married, some not. Some are parents and some are the caregivers of parents.

Read More

Topics: Marketing Execution

Creativity and Office Distractions

Posted by David MacGregor

Mar 13, 2015 2:18:49 PM

Read More

Topics: Marketing Execution

How to Really Create Brand Loyalty: Let’s Break it Down

Posted by Matt Bowen

Mar 3, 2015 12:13:00 PM

Editor's Note:  This blog was originally posted in February 2014 and has been updated.

Could there be a shinier brass ring than brand loyalty? Whether B2B or B2C, having a customer base that enthusiastically and consistently chooses your brand over other options is what separates star companies from the rest. 

Yet, when was the last time you saw “brand loyalty” on a list of corporate goals?

Increased revenues: of course
Increased profit margins: always
Increased market share: without a doubt 

Increased brand loyalty? Crickets

BrandLoyalty

While most marketing folks will certainly claim brand loyalty is of utmost importance, turning that into tangible action is a different story.

Of course, some industries have long ago figured out that brand loyalty is critical. On the consumer front, loyalty cards, points, frequent flyer miles, etc., are all intended to create loyalty.

But do they?

Read More

Topics: Tips, Brand Strategy, Branding, Marketing Execution, B2B

We’re all project managers

Posted by Andrea Drown

Jun 19, 2014 2:14:37 PM

file0001030895959Whatever industry you are in often requires project management skills. It always sounds like such a simple thing, but it can be complex when there are multiple projects in the air. No matter what industry—a nurse with multiple patients, a landscaper with multiple clients and job sites, or a person in business, it’s often difficult to keep track of what you need to be doing on any given day.

A good project manager can juggle multiple projects simultaneously and usually has these top traits.

Read More

Topics: Marketing Execution, Process

Your Primary Customers Might Not Be the Ones Writing the Checks

Posted by Matt Bowen

Mar 27, 2014 11:30:00 AM

whichPeopleIllustrationI’d like to first get something off my chest. For several years we’ve consulted with a multitude of companies that follow the principal of “internal customers.” Maybe your company does this too. The idea is that one department is the customer of another department. If a company has internal creative resources, for example, one of their “internal customers” might be HR.

I don’t know which consulting firm or business guru started this idea, but I think it’s total bunk.

Read More

Topics: Brand Strategy, Healthcare, Marketing Execution, Mergers and Acquisitions, Inbound Marketing

Healthcare Mimics Retail: How it impacts your brand strategy

Posted by David MacGregor

Jan 14, 2014 2:00:00 PM

shoppingcartIn recent years there has been a tremendous amount of change in healthcare. Surprisingly, the industry seems to have taken several of its new initiatives right out of the retail playbook. Such changes can impact your brand and consumer loyalty. Here are four examples:

Read More

Topics: Brand Strategy, Healthcare, Branding, Marketing Execution, Social Media

How to Make Marketing a Profit Center

Posted by Matt Bowen

Jan 2, 2014 11:50:09 AM

VeilFor ages (as in since the time the concept was created) marketing has been thought of as a way to build awareness and mold perceptions. It has not traditionally been thought of, however, as a profit builder. At least not directly.

Read More

Topics: Brand Strategy, Marketing Execution

Focused Ramblings: A regular post about irregular grammar, Part I

Posted by David MacGregor

Oct 10, 2013 10:30:00 AM

grammar blogI'’ll be the first to admit it: I can be a bit obsessed about the English language. Especially in its written form. Without much prodding my wife will relate how, early in my career, I used to drive her crazy critiquing the billboard ads we'’d pass as we made our daily commute together from Marblehead to Boston and back. The signs along Route 1 were littered with incorrect punctuation and faulty sentence structure, and I enjoyed seeing her roll her eyes as I exaggerated my disgust over the obscenity of it all.

Read More

Topics: Branding, Marketing Execution, Content Development

Why process is important: Six tips to planning a successful project

Posted by Andrea Drown

Oct 4, 2013 11:00:00 AM

processA well-thought-out process is the key to any successful project outcome. Without a process there tend to be too many cooks in the kitchen causing too many issues, too many errors, too much time goes by, end results are terrible. Here are some easy planning tips that might keep you on track.

Read More

Topics: Tips, Brand Strategy, Marketing Execution

How to be Marketer of the Year

Posted by Jenny Gates

Sep 25, 2013 2:48:00 PM

Brand Alignment Taco BellAdvertising Age has named Taco Bell its “Marketer of the Year.” What set this Mexican food chain apart? Its ability to understand its brand and its customers.

Read More

Topics: Brand Strategy, Branding, Marketing Execution, Social Media