Ask any national consumer-facing brand what their strategies are for growth or increased sales in the next few years, and I suspect you will hear something about increasing their local market share. According to a 2015 Gatepoint Research study commissioned by Balihoo, 77 percent of national brand marketers invest in local level marketing initiatives. Within that group, 50 percent expect the ROI at the local level to be higher than the ROI derived from national campaigns.
Getting out — or in — to the field nearly always provides a fresh perspective on marketing. I’m not talking about the plains, prairies or terrain. I’m talking about where local intersects with brand and produces results. Where sales and services are delivered for enterprise brands. It’s exciting because the field is where so many problems are solved and opportunities are discovered.
Written by Dawn Attwood and Lara Plathe Telecommuting, or working remotely, is increasingly becoming an option that companies are offering to employees. Since 2005, the telecommuter population has grown nearly 80 percent according to Global Workplace Analytics. Whether it’s one day a week or full-time, there are a few things to make working remotely a better experience for you or team members that are working off-site.
Recently, I was asked to provide the keynote at the Iowa Broadcasters Association annual meeting. As broadcasters and agencies share the ability and responsibility to communicate a broad spectrum of subjects for brands, promotions, news and entertainment; I found myself focused on the importance of talent to both industries. As the broadcast industry and ours have experienced dramatic changes, the one constant that continues to attract and retain audiences and advertisers is talent: • Talent to craft and design a message.